MASTER 
NEGATIVE 

NO.  94-821 46 


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Author: 


Borsodi,  William 


Title: 


Jewelry  advertising 


Place: 


New  York 


Date: 


[1910] 


MASTER   NEGATIVE  « 


COLUMBIA  UNIVERSITY  LIBRARIES 
PRESERVATION  DIVISION 

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ORIGINAL  MATERIAL  AS  FILMED  •    EXISTING  BIBLIOGRAPHIC  RECORD 


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Borsodi,  ''llliara,  ed. 
Jewelry  advertising;  a  collection  of  selling 
phrases,  de script ^.ons,  and  illustrated  advertise- 
ments, as  used  by  successful  advertisers,  to 
facilitate  the  expression  of  ideas  and  assist 
in  the  preparation  of  attractive  advertising,  ed« 
and  comp^  by  William  ^orsodi.  New  ^ork,  The 
Advertisers'  cyclopedia  company  [cl310] 
1  p.  1.,  [5J-128  p.  illus.  28  era. 


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JEWELRY 
ADVERTISING 

WILLIAM  BORSODI 


Columbia  ®niber«itp 


LIBRARY 


School  of  Business 


r 


HOW  TO 

ADVERTISE 

A  RETAIL 

STORE 

By  A.  E.  EDGAR 


This  book  is  written  by  a  merchant- 
advertising  man  who  sells  goods  from 
his  own  store  and  knows  how  to  sell 
them.  Mr.  Edgar  is  also  a  frequent 
contributor  to  Brains  and  other 
business  periodicals.  There  are  more 
than  600  illustrations  of  newspaper 
ads  photographically  reproduced  from 

the  originals.    There  are  20  pages  of  practical,  helpful  hints  on  how  to  lay  out 
advertising  copy,  also  more  than  250  selling  helps  and  schemes  to  attract  trade. 


Teaches 


How  to  lay  out  advertising  copy. 

How  much  space  to  use, 

How  to  design  an  attractive  space-saving  name-plate, 

What  a  headline  should  accomplish. 

How  to  get  and  use  proper  illustrations, 

How  to  write  your  advertising  introductory, 

How  to  describe  an  article  so  as  to  make  sales, 

What  style  and  method  of  pricing  "you  need, 

The  preparation  of  effective,  free  advertising. 

How  to  find  and  properly  use  selling  points. 

The  making  of  store  papers,  booklets,  leaflets,  folders,  advertising  letters, 
and  mailing  cards, 

The  organization  of  a  follow-up  system, 

The  uses  of  calendars,  blotters,  post-cards,  advertising  novelties,  package 
tnclosures,  and  hand-bills. 

Proper  methods  of  window  advertising. 

Correct  outdoor  advertising. 

Spring,  fall  and  other  openings  advertising. 

Two  hundred  fifty  selling  helps,  guessing  ana  voting  contests,  drawings, 
■chemes  to  attract  boys  and  girls,  premium  schemes. 

The  sensible  advertising  of  special  sales  and  clearance  sales. 

The  uses  '^f  leaders  and  bargains. 

Many  novel  sales  plans, 

The  promotion  of  business  in  a  number  of  specific  retail  lines — this  de- 
partment alone  occupies  about  100  pages, 

Mail-order  advertising  and  general  advertising, 

Points  about  type,  borders,  ornaments,  and  cuts. 

Nearly  20  pages  of  practical  and  helpful  hints  on  how  to  lay  out  adver- 
tising copy, 

How  to  read  proof  and  technical  terms. 


8lM>%irlng  \kOMi  all  tiiesc  things  are  accompliolied   by  the 
highly  paid  ad  maaagers  and  the  cross-roads  storekeepers 


More  ttan  500  Pages,  Handsomely  bound 
Sold  lor  $3^0  per  copy,  postpaid 


I 


BRAINS  PUBLISHING  CO. 


310  BROADWAY 


•• 


NEW  YORK 


•aaaaaipi 


Two  Cents  a  Week 


THAT  is  all  it  will  cost  you  to  keep  fully  posted  on  all  matters 
occuring  in  the  jewelery  trade  of  interest  or  value  to  you. 

"THE  MANUFACTURING  JEWELER."  the  weekly 

trade  paper  published  at  Providence,  R.  I.,  is  sent  to  subscribers  at 
the  very  low  price  of  one  dollar  for  a  year  of  fifty-two  issues.  Each 
weekly  issue  contains  as  much  reading  matter  as  the  ordinary 
monthly  trade  paper. 

"THE    MANUFACTURING     JEWELER/'   employs 

the  best-skilled  writers  on  technical,  trade  and  storekeeping  problems. 
It  has  correspondents  in  every  large  center  of  jewelry  news.  It 
prints  more  illustrations  than  any  simalar  journal.  It  is  well  printed 
on  the  best  paper.  It  has  the  highest  endorsement  of  the  officers  of 
the  American  National  Retail  Jewelers  Association.  Its  editorials 
are  strong,  fearless,  timely. 

In  all  respects  it  is  the  typical  and  LIVE  weekly  paper  of  the 
jeweley  trade. 

A  DOLLAR  BILL  will  bring  to  you  this   great  paper  for 

fift^'two  weeks- 

FURTHERMORE^  we  will  send  to  subscribers  who  wish 
it  a /ree  copy  of  the  "JOBBERS  HANDBOOK"  for  1910. 
which  is  the  most  complete  and  valuable  trade  directory  ever  issued, 
bar  none.  The  trade  are  familiar  with  this  directory  under  the  name 
/That  Little  Red  Book." 

Free  Sample  Copies  of  "THE  MANUFACTURING 
JEWELER"  will  be  sent  on  request. 

Advertising  Rates  Lowest  in  America  for  service  rendered. 


" 


E  W  E  L  R  Y 
ADVERTISING 


A  COLLECTION  OF  SELLING  PHRASES, 
DESCRIPTIONS,  AND  ILLUSTRATED 
ADVERTISEMENTS  AS  USED  BY 
SUCCESSFUL     ADVERTISERS 


TO  FACILITATE  THE  EXPRESSION 
OF  IDEAS  AND  ASSIST  IN 
THE  PREPARATION  OF 
ATTRACTIVE  ADVERTISING 

EDITED  AND  COMPILED    BY 

V^ILLIAM  BORSODI 


WALTER  B.  FROST  &  CO 


PUBLISHERS 


48  CUSTOM  HOUSE  St.,  PROVIDENCE,  R.  L 


PUBLISHED  BY 

THE    ADVERTISERS'    CYCLOPEDIA    COMPANY 

NEW   YORK 


01 


Copyright,  1910 
By  WILLIAM  BORSODI 


N. 

H 


<5 


^ 


y 


253.  5 


INTRODUCTION 

ADVERTISING  is  the  corper-stone  upon  which  every 
great  business  in  this  modern  age  must  be  built. 
Every  up-to-date  merchant  recognizes  the  value  of 
advertising  as  a  business  factor— few  recognize  the  possibilities 
that  may  be  realized  by  its  proper  use.  More  than  a 
billion  dollars  is  expended  every  year  in  the  United  States 
alone  for  publicity,  and  yet  the  science— for  it  is  a  science— is 
**  still  at  the  cock-crowing,"  as  Emerson  says  of  civilization. 
No  business  is  so  small,  no  field  so  narrow,  but  that  it  may  be 
expanded  by  intelligent  advertising. 

In  every  city  may  be  seen  many  examples  of  what  adver- 
tising has  accompUshed.  The  little  store  fifteen  years  ago 
located  in  some  out-of-the-way  street  has  become  the  large 
department  store  on  the  best  corner.  The  shopkeeper  who 
started  ten  years  ago  with  $100  and  one  clerk  now  has  two 
hundred  employes,  and  has  amassed  a  fortune.  Intelligent 
and  persistent  newspaper  advertising  has  accomplished  these 
wonders. 

Thousands  of  brainy  men  are  being  paid  handsome  salaries 
to  devote  their  talents  to  the  study  of  this  great  question. 
Millions  of  dollars  have  been  expended  in  experimenting — 
in  determining  the  kind  of  advertising  that  brought  results — 
that  paid.  The  results  of  all  this  study  and  experimenting — 
the  methods  that  have  brought  money  in  your  line — are  com- 
piled in  this  book. 

Not  every  merchant  can  be  an  eoopert  advertiser,  but  all 
may  be  intelligent,  profitable  ad  writers.  Individuality  in  ad- 
writing  is  valuable,  but  to  be  able  to  prepare  copy  that  brings 
business  is  more  valuable.  If  Mr.  Mason  of  Cairo  has  found 
that  a  certain  ad  in  his  newspaper  brings  him  business,  you 
inay  be  practically  certain  that  the  same  ad — or  its  essential 
idea — adapted  to  your  line  will  bring  trade  to  you,  and  you  will 
find  his  ad  in  this  book.  You  don't  have  to  be  original  to  be  a 
successful  advertiser. 

Preparation  of  copy  for  the  advertisement  is  the  part  that 

calls  for  the  most  experience.     The  technical  knowledge  of 

how  to  properly  "set  up"  the  ad  can   be  supplied   by   the 

printer,  though  it  is  better  if  you  know  something  of  it.     The 

^  small  ad  can  be  made  more  valuable  if  it  has  an  individuality — 


^v 


INTRODUCTION 


something  that  makes  it  unHke  its  neighbors.  Next  to  the 
wording,  this  is  the  most  important,  and  knowledge  of  the 
mechanical  part  of  advertising  makes  this  individuality  more 
readily  attained. 

Scattered  through  this  book  are  many  phrases  used  in 
other  lines  than  yours.  They  have  been  printed  here  because 
in  every  instance  there  is  some  thought  or  expression  that  you 
can  make  use  of.  These  ads  will  show  you  that  the  best 
writers  invariably  make  their  language  fit  the  article  they  are 
talking  about — an  important  feature  in  ad-writing.  Plain 
merchandise  should  be  described  in  plain  language,  and  high- 
grade  and  high-priced  articles  require  high-grade  talk.  If  you 
are  seeking  the  patronage  of  farmers,  don't  use  terms  not 
familiar  to  the  farmer.  Study  the  descriptions  or  arguments 
used  by  others  ;  study  those  of  your  competitors  and  of  firms 
in  other  Unes  of  business,  and  see  how  you  could  improve 
them. 

In  preparing  your  ads,  treat  your  subject  simply  but 
thoroughly.  Do  not  overcrowd  your  space — leave  something 
for  the  next  time.  While  prices  are  the  chief  attraction  in  an 
ad,  yet  they  must  be  handled  carefully.  If  you  are  offering 
bargains,  do  not  fear  to  feature  the  price,  but  if  you  are  selling 
a  high-grade  article  at  a  high  price  make  the  description  sell  it 
in  spite  of  the  price. 

Don't  forget  that  variety  is  the  spice  of  advertising.  You 
may  advertise  the  same  goods  day  after  day,  issue  after  issue 
if  you  will,  but  do  not  use  the  same  language  or  display  to  do 
it.  Study  this  book  and  you  will  be  able  to  adapt  to  your 
use  practically  every  ad  that  is  printed  here. 

If  you  have  not  selected  a  store  name,  choose  one.  Then 
use  it  in  your  advertising  until  it  is  familiar  to  every  person 
in  your  vicinity. 

There  is  no  advertising  like  newspaper  advertising,  but 
the  papers  must  be  selected  according  to  the  class  of  people 
you  wish  to  reach.  Your  location  may  make  a  difference 
with  your  choice  of  mediums.  Work  along  the  line  of  the 
least  resistance ;  go  first  afler  the  trade  that  will  come  easiest. 
Many  of  the  people  who  should  trade  at  your  store  you  can- 
not reach  in  any  other  way  than  through  the  newspaper.  The 
paper  is  run  for  your  benefit  as  an  advertister.  Take  advan- 
tage of  it. 

Your  newspaper  can  be  made  your  most  valuable  partner. 
By  its  aid  you  may  win  success  ;  without  its  assistance  suc- 


INTRODUCTION 


I  • 


cess  is  doubtful.     The  money  that  goes  to  your  newspaper  is 
rarely  an  expense— it  is  an  investment. 

Don't  expect  that  advertising  alone  will  accomplish 
everything.  No  matter  how  attractive  your  announcement 
may  be,  no  matter  how  great  bargains  you  may  offer,  they 
must  be  backed  up  by  good  salesmanship  and  tasty  store  dis- 
play. Your  salesmen  should  familiarize  themselves  with  the 
descriptions  used  in  this  book.  No  salesman  can  do  justice  to 
his  position  behind  the  counter  unless  he  considers  the  per- 
sonality of  the  customer  and  can  talk  intelligently  of  what  he 
is  selling.  Do  not  try  to  sell  an  article  unless  you  know  all 
about  it,  and  also  know  how  to  express  your  knowledge. 

Advertising,  like  any  other  phase  of  your  business,  re- 
quires plenty  of  enthusiasm.  Its  possibilities  are  unlimited. 
If  you  are  not  an  advertiser— if  you  are  not  an  enthusiastic 
advertiser— you  are  not  doing  yourself  and  your  business  op^ 
portunity  justice.  Your  wholesaler  and  your  banker  will 
confirm  this. 

Above  all,  it  is  the  faithful,  persistent  advertiser  who  wins 
success.  In  the  words  of  John  Wanamaker  ;  ''If  there  is 
one  enterprise  on  earth  that  a  '  quitter  '  should  leave  alone  it 
is  advertising.  To  make  a  success  of  advertising  one  must  be 
prepared  to  stick  like  a  barnacle  on  a  boat's  bottom.  He 
should  know  before  he  begins  that  he  must  spend  money. 
Somebody  must  tell  him,  also,  that  he  cannot  hope  to  reap 
results  commensurate  with  his  expenditure  early  in  the  game. 
Advertising  doesn't  jerk  ;  it  pulls.  It  begins  very  gently  at 
first,  but  the  ])ull  is  steady.  It  increases  day  by  day  and  year 
by  year  until  it  exerts  an  irresistible  power." 


JEWELRY    ADVERTISING 


9 


JEWELRY 


"  Of  course,"  she  said,  when  the  time  came  to  leave  the 
seashore  and  she  was  haunted  by  the  fear  that  he  might 
claim  her  acquaintance  in  the  city;  "  of  course,  this  was 
only  a  sham  engagement.    Shall  I  return  your  ring?  *' 

"  Quite  unnecessary ,"  he  replied  gallantly,  *'  I  keep  sham 
rings  for  sham  engagements.** 

And  as  she  had  worn  it  for  three  whole  weeks  and  had 
exhibited  it  proudly,  under  the  impression  that  it  was  a  gen- 
uine diamond,  his  revenge  was  complete. — Chicago  Post. 


Thousands  of  pieces  of  summer  jewel- 
ry at  unexpectedly  low  prices.  Glitter- 
ing trinkets  by  the  thousand  deck  out  the 
main  aisle  to-day.  There's  a  glint  of 
gold,  the  sparkle  of  precious  stones — 
rainbow-like  in  colorings  and  the  sheen 
of  silver.  And  the  rich  yellow-browns 
of  the  tortoise-shell  as  a  contrast.  Thou- 
sands of  dollars*  worth — if  it  were  only 
real!  But  it  isn*t — simply  the  effective, 
pleasing,  specious  jewelry  that  so  many 
people  want  in  summer — ^,jewelry  that 
can  be  worn  with  impunity  anywhere — 
decorative,  useful,  yet  not  a  subject  for 
heart-break  if  you  chance  to  lose  it. 
Hundreds  of  charming  designs  are  here 
— hat-pins,  scarf-pins,  brooches,  cuff- 
links, chains — trinkets  that  will  make  a 
brave  showing  in  the  outing  costume. — 
Wanamaker^s,  New  York. 

Two  Years  of  Modern  Jewelry  Sell- 
ing. Nearly  two  years  ago  we  threw  off 
the  chains  that  bound  us  to  the  jobber 
in  jewelry.  We  believed  our  people 
would  be  quick  to  recognize  the  differ- 
ence between  retail  and  wholesale  prices, 
and  that  we  could  sell  enough  to  war- 
rant us  to  buy  in  wholesale  quantities. 
Two  years  ago  this  was  only  a  belief; 
now  it  Is  a  vigorous  reality. — Brodnax, 
Memphis. 

Prices  of  jewelry  were  never  more  rea- 
sonable than  they  are  to-day,  if  you  get 
to  the  right  place  and  consider  the  quality 
of  the  goods  you  are  buying.  If  you 
wish  high  grade,  artistic  jewelry  in 
charming  new  designs,  we  shall  be  pleased 
to  show  you  our  assortment.  No  better 
values  in  watches,  diamonds,  and  precious 
stones  can  be  obtained  at  our  prices  than 
we  are  offering.  All  novelties  in  summer 
jewelry  at  low  prices. — LeBron  Jewelry 
Co.,  Montgomery,  Ala. 

The  wedding  gift  store.  We  welcome 
you  he^e  at  all  times,  and  invite  you  to 
bring  your  visiting  friends.  The  wed- 
ding gift  store  is  a  unique  one  in  many 


respects.  We  are  showing  a  multitude 
of  articles  that  are  especially  attractive 
for  wedding  gifts,  and  we  wish  you  to 
consider  yourself  always  welcome  here. 
For  diamonds  and  silver  we  are  always 
worth  seeing  first. — LeBron  Jewelry  Co., 
Montgomery,  Ala. 

Real  art  in  electroliers.  If  you  have 
an  eye  for  the  aesthetic,  you'll  take  pleas- 
ure in  looking  over  our  new  collection 
of  bronze  electroliers.  We  want  you  to 
see  these  goods— and  there  isn't  a  doubt 
but  that  you  will  find  something  that  will 
particularly  appeal  to  you.  The  line  has 
been  received  since  Christmas  and  con- 
tains a  lot  of  designs  of  electroliers  that 
most  stores  won't  be  showing  for  several 
months  to  come. — LeBron  Jewelry  Co., 
Montgomery,  Ala. 

Snake  bracelets.  A  Paris  fad.  Less 
than  half  price.  There  is  something  ex- 
ceedingly fascinating  about  the  snake  in 
bracelets,  two,  three  and  four  strands  in 
gold  plate  or  gun  metal  finish — ^perfect 
reproductions  of  a  cobra;  some  with  imi- 
tation emerald  studded  head.  The  brace- 
let fits  lightly  but  firmly  on  the  arm. 
The  price  is  so  small  as  to  be  decidedly 
deceiving  as  to  the  character  of  these 
attractive  bracelets. — Abraham  ^  Straus, 
Brooklyn,  N.  Y. 

Combs  and  barrettes.  Hair  orna- 
ments are  so  much  in  vogue  that  they  will 
be  among  the  most  popular  Christmas 
gifts  this  season.  And  in  preparation 
for  the  demand  we  have  assembled  in 
the  jewelry  store  much  the  largest  and 
finest  showing  that  we  ever  had.  The 
back  and  side  combs  with  gold  trim- 
mings are  in  particularly  broad  assort- 
ment. Solid  gold  mountings  in  plain, 
bead  and  fancy  designs  on  imitation 
shell— Frederick  Loeser  ^  Co.,  Brooklyn. 

It's  the  only  thing  you  buy  to  wear 
that  doesn't  wear  out— IF.  B.  Jackson, 
St.  Thomas,  Ont. 


JEWELRY 


10 


JEWELRY    ADVERTISING 


Holiday  times  are  approaching  rapid- 
ly. It's  a  good  idea  to  buy  your  gifts 
early.  We  make  this  suggestion  because 
next  month  will  be  a  busy  month  for 
you  and  you  will  no  doubt  appreciate 
our  suggestion  to  buy  now  while  you  have 
the  time.  Jewelry,  silverware  and  cut 
glass.— J.  F.  Williams,  the  Jeweler, 
Trenton,  N.  J. 

In  the  toe-tip  of  the  stocking  some- 
thing from  these  cases  should  go.  A 
ring,  a  bracelet,  a  brooch,  a  pin,  a  set 
of  studs  or  buttons,  what  you  like,  so 
long  as  it  snuggles  down  where  it  will  be 
discovered  last,  as  the  best  of  all  the 
gifts  should  be.  Not  that  they'll  cost 
you  too  nnich,  either — we've  learned 
where  and  when  to  buy  them  to  our,  and 
your,  greatest  advantage. — The  Stone, 
Fisher  Co.,  Tacoma,  Wash. 

We  are  asking  your  opinion  on  a  lot 
of  newly  arrived  jewelry.  Will  it  be 
favorable?  We  think  so,  and  this  is 
why  we  think  so:  Because  we've  been 
careful  to  choose  nothing  but  the  very 
newest  and  brightest  ideas.  We  went 
all  over  to  get  them  and  we're  certain 
that  you'll  agree  that  they  are  particu- 
larly attractive.  Some  of  the  lines  are 
exclusive.  They  are  here  for  you  to  look 
at— that's  your  privilege.  They  are  here 
for  you  to  buy — that's  your  option.  You 
are  welcome  if  you  only  look. — P.  Qir- 
ard,  East  Grand  Forks,  Minn, 

Christmas  jewelry.  Come  in  and  look 
over  this  new  store.  All  the  goods  are 
new  and  clean  and  many  are  entirely 
original  in  ideas.  You  are  invited  to 
inspect  the  stock  now  when  the  store  is 
prettiest  and  at  its  best.  Don't  feel  that 
you  have  to  buy  if  you  come  in.  Just 
come  in  and  spend  a  few  minutes  and 
you  won't  feel  that  it  is  wasted. — N,  W. 
Cowles,  Ottumwa,  Iowa, 

Diamonds,  jewel r\%  watches  and  silver- 
ware. A  magnificent  array  of  all  that  is 
rich,  beautiful  and  artistic  in  gold  and 
silver  jewelry,  in  handsomely  cased 
watches,  artistic  tableware  and  all  the 
season's  novelties  in  art  jewelry  from 
Paris,  London  and  Vienna.  The  dia- 
mond cutter,  the  jeweler  and  the  silver- 
smith, have  certainly  sent  out  this  sea- 
son, the  most  exquisite  articles,  specially 
designed  for  rich  gifts.  Our  great  holi- 
day display  on  the  first  floor,  just  as 
you  enter  the  store  at  Eighth  and  Mar- 
ket Streets,  fairly  sparkles  and  glints 
with  beauty  and  brilliancy— the  most 
beautiful  creations  of  artisans  in  gold  and 
silver.  It  is  a  marvelously  captivating 
assembly  of  dainty,  elegant  and  artistic 
scarf  pins,  brooches,  rings,  watches,  fobs, 
silver  pieces  for  the  table,  etc.    A  con- 

JEW 


siderable  portion  of  the  display  is  given 
up  to  the  latest  novelties  in  personal 
jewelry  from  London,  Vienna  and  Paris. 
These  dainty  and  striking  conceits  were 
imported  direct.  Now  just  a  word  about 
the  diamonds.  You  can  rely  upon  the 
stones,  and  the  mountings  are  the  most 
artistic.  We  bought  diamonds  long  be- 
fore the  recent  advance,  and  our  pa- 
trons are  given  every  advantage  of  our 
early  purchases. — Lit  Bros.,  Philadel- 
phia, Pa, 

Every  jewel  loving  woman  should 
visit  our  handsome  store  and  revel  in  the 
glorious  display  of  jewelry,  precious 
stones  and  sterling  and  silver-plated 
ware — watches,  cut  glass,  etc.,  etc.  It 
is   a  veritable    fairrland.     You   can   de- 

» 

pend  on  anything  we  show  you  being 
the  very  best  quality  and  always  at  the 
lowest  prices. — B,  M,  Henschel  4*  C*©., 
Bufalo,  N.  Y. 

Here's  a  jewelry  stock  to  be  proud  of. 
We  are  proud  of  it.  We  want  you  to 
know  how  well  worth  being  proud  of  it 
is.  So  to  tempt  you  to  know  it  better, 
we  make  these  special  prices. — Simpson- 
Crawford  Co.,  New  York. 

New  ideas  in  jewelry.  New  Spring 
goods  are  arriving.  If  you  are  needing 
anything  in  stylish,  up-to-date  jewelry 
we  invite  you  to  call.  We  do  not  sell 
paste  and  tinsel  at  15c.  or  35c.  a  grab, 
but  on  the  contrary  handle  nothing  but 
honest  jewelry  at  honest  prices. — The 
Cornwell  Jewelry   Co.,  Pueblo,  Colo, 

Ask  to  see  it ;  vou  don't  have  to  buv. — 
Brown,  Hartford,  Conn. 

Such  little  prices  now  as  this  close- 
out  sale  makes  for  fine  jewelry  will  coax 
the  prettiest  things  from  the  show  cases 
into  your  possession.  In  such  a  big 
store  the  jewelry  section  may  not  cover 
much  space,  but  there's  thousands  of 
dollars'  worth  here,  and  ordinary  prices 
seem  high  by  comparison  with  those  now 
asked.  The  faddish  jewelr>%  the  mod- 
ish kinds,  the  sorts  of  sterling  value. — 
Harned  Sf;  VonMatir,  Peoria,  III. 

Sale  of  Jewelry  of  Equal  Interest  to 
Men  and  Women. — A  great  big  good  lot 
of  useful  jewelry  at  very,  very  small 
prices.  Not  a  piece  in  the  lot  but  is 
worth  a  third  more;  some  is  worth  two 
or  three  times  the  price.  Nearly  every 
bit  is  from  the  makers  of  the  guaranteed 
King  collar  buttons,  and  is  sold  under 
the  maker's  (and  our)  warranty  of  serv- 
ice and  satisfaction. — Howlandfs,  Bridge- 
port, Conn, 

If    it    is    good    jewelry    at    moderate 
prices  that  you  want,  come  to  this  store 
— the   home   of   honest   jewelry. — E.    C. 
Bates,  Alliance,  O, 
ELRY 


JEWELRY    ADVERTISING 


11 


The  prices  verily  are  jewels.  Counter 
after  counter,  case  after  case,  lend  their 
beauty  to  a  store  of  loveliness  to-mor- 
Tow — a  display  of  surpassing  brilliancy. 
— /.  4-  P.  Adams,  Bufalo,  N,  Y, 

Betrothal  Rings. — One  could  not  wish 
to  see  a  finer  assortment  of  engagement 
rings  than  we  are  now  showing.  In  our 
assortment  we  show  the  diamond  in  com- 
bination with  the  ruby,  emerald,  sap- 
phire, opal,  turquoise,  etc. — W,  C.  Forbes, 
St,  Thomas,  Ont, 

So  dear  to  every  artistic  and  refined 
heart  is  our  collection  of  jewelry.  Sil- 
verware, diamonds  and  all  that  represents 
the  best  efforts  of  skilled  artisans  in 
qualities  that  stand  second  to  none.  They 
are  first  in  excellence  and  the  prices  are 
invariably  low, — Ike  Loeb,  Montgomery. 

The  sign  of  the  treaty  of  love.  WTien 
a  treaty  of  love  has  been  made,  there  is 
one  sign  needed  to  make  the  betrothal — • 
namely,  an  engagement  ring.  Since  the 
soft,  balmy  months  of  Summer  and  early 
Fall  are  proverbally  the  ones  when  more 
people  become  "engaged"  than  any  others 
in  the  calendar,  we  deem  it  opportune 
to  call  attention  to  our  fine  stock  of 
engagement  rings.  This  stock  has  re- 
cently received  many  new  recruits  from 
the  East — rings  of  the  latest  and  newest 
styles  in  settings — and  presents  as  fine 
a  range  of  choice  as  the  most  enthusiastic 
lover  need  wish  for. — Barfs  Jewelry 
Store,  Salem,  Ore. 

To  Please  a  Man — a  seal  ring,  or  if 
he  belongs  to  a  fraternal  order,  one  bear- 
ing the  proper  emblem. — J,  F,  Carr, 
Kenton,  O, 

Now  autumn  comes  with  clustered  grapes 
a-swing 
On  drooping  vines;  the  summer  waxeth 
old. 
But  we  just  meant  to  say:     A  cluster 
ring 
Of  diamonds  and  opals  set  in  gold, 
All    richly    chased,    of    Lechenger's    de- 
sign. 
Would  please  your  wife  and  make  her 
dear  eyes  shine. 

— Lechenger's,  Houston,  Tex. 

Christmas  Goods. — You  may  think  it's 
a  little  early  to  begin  to  talk  holiday 
goods.  But  here  it  is  October.  Al- 
ready our  store  has  a  holiday  appear- 
ance. Nearly  every  day  we  receive  some 
holiday  goods,  and  already  a  great  many 
sales  have  been  made.  Almost  every  day 
we  lay  aside  something  for  someone. 
Come  in  and  see  us. — Oarrettson's  Jew- 
etry  Store,  Kenton,  O, 

Buying  jewelry  and  gems  is  a  matter 
of  confidence!  Most  people  cannot  ac- 
curately  determine    for   themselves   the 

JEW 


value  of  precious  stones  and  gold  and 
silver  things.  Therefore,  it  is  important 
to  know  the  store  you  buy  from. 

C.  Lumsden  &  Son  are  as  anxious  to 
satisfy    vou    as    you    are    yourself — thev 

♦  *  »  *  ' 

can't  afford  to  do  otherwise! — C.  Lums- 
den 4*  Son,  Richmond,  Va. 

Our  graduation  gifts  will  please  her 
immensely.  Nor  is  it  to  be  wondered 
at  that  she  gazes  with  rapture  on  a  gem 
so  rare.  See  it,  fellows,  at  Kellev's  jew- 
elry store.  Showing  exquisite  graduation, 
wedding  and  birthday  gifts  there — some- 
thing altogether  out  of  the  ordinary. — 
KeJfley  the  Jeweler,  Atlanta,  Ga. 

In  selecting  commencement  gifts  why 
not  commemorate  this  event — one  of  the 
most  notable  in  your  child  s  life — bv 
choosing  a  diamond?  Even  a  small  one, 
coming  as  it  does  on  that  occasion,  car- 
ries with  it  a  great  deal  of  sentiment, 
and  the  recipient  will  cherish  and  remem- 
ber it  a  lifetime.  There  are  all  kinds  of 
pretty  pieces  of  diamond  jewelry  for 
girls — pins,  brooches,  rings  and  things 
that  appeal  to  the  feminine  heart. — ► 
Feagan's,  Joliet,  III. 

For  Men  Only.— The  most  important 
part  of  a  man's  dress  are  the  little  fix- 
ings as  his  tie-clips  for  holding  his  tie 
in  position;  his  collar  stud,  his  front 
stud,  his  scarfpin,  his  key  chain,  etc. 
If  these  are  what  they  should  be  he  is 
called  a  well-dressed  man.  We  are  prop- 
erly equipped  to  place  every  man  who 
wants  to  be  in  this  enviable  position. — 
Stewart   Dawson  ^  Co.,   Brisbane. 

Jewelry  novelties  and  belts. — They  are 
not  absolutely  necessary  to  your  happi- 
ness, nor  do  they  improve  your  worldly 
wealth;  but  then  they  conform  to  certain 
social  usages  of  polite  society,  and  yon 
might  as  well  be  in  oblivion  as  to  go 
against  the  decrees  of  good  breeding. 
Satisfying  yourself  on  this  point,  look  at 
the  economical  values  enumerated. — 
Hamburger's,  Los  Anegeles,  Cal. 

A  wonderful  offering  in  solid  gold 
jewelry.  Sale  of  manufacturers'  stocks 
specials.  Here  are  values  extraordinary 
in  handsome,  thoroughly  reliable  solid 
gold  jewelry — Bloomingdale's  reputa- 
tion's back  of  every  piece  offered  and  the 
bargains  are  unmatchable. — Blooming^^ 
dale's.  New  York, 

Every  woman  loves  handsome  jewelry. 
Every  woman  likes  to  feel  that  her  jew- 
elry is  solid  and  perfect — that  she  has 
just  what  she  paid  for.  Every  woman 
likes  to  save  money  too.  Consequently 
every  woman  ought  to  patronize  us — it 
means  safety,  satisfaction  and  economy.. 
—Robt.  P,  krep,  Joliet,  III. 
ELRY 


1« 


JEWELRY    ADVERTISING 


,1 


For  Her,  the  Wedding  Ring.— That 
magic  little  band  that  is  playing  its  im- 
portant part  in  these  days  of  roses  and 
rosebuds.  Of  course,  when  you  place  it 
on  her  pretty  finger,  you  wish  to  know 
that  it  is  all  that  it  should  be  and  no 
base  metal  enters  into  its  making.  As 
in  everything  else,  there  are  many 
grades,  and  quality  should  be  your  first 
consideration.  The  stamp  does  not  al- 
ways mean  as  it  reads,  and  you  should 
be  sure  the  Ring  is  made  seamless,  so 
that  solder  or  base  metal  is  eliminated. 
When  we  say  our  Rings  are  14k  or 
18k,  it  means  that  they  are  guaranteed 
to  assay  just  exactly  14k  or  18k  and  are 
seamless. — Abraham  ^  Straus,  Brooklyn. 

"  Just  from  Paris — the  Jewelry  vou  see 
in  the  shops  of  the  Rue  de  la  Paix. 
Great  cases  here  gather  every  article  for 
feminine  adornment.  Wherever  it  turns, 
the  eye  is  delighted  by  some  design  of 
strikingly  artistic  originality  and  beau- 
tiful color-effect — the  exquisite  tintings 
of  the  metals  subtly  blended  with  the 
glowing  hues  of  the  stones  with  which 
they  are  set—Strawbridge  ^  Clothier, 
Philadelphia,  Pa. 

Have  you  not,  somewhere  in  the  house, 
unused  pieces  of  jewelry,  out  of  fashion 
and  possibly  out  of  repair?  Do  not  let 
them  lie  in  dark  boxes  any  longer.  Bring 
them  to  us  and  let  us  show  you  how 
^  they  can  be  remodeled,  modernized  and 
beautified.  A  few  touches  of  our  ar- 
tists' skill  will  do  wonders  with  them. 
We  will  supply  original  designs  or  we 
will  follow  out  your  own  ideas. — Lambert 
Bros.,  New  York,  y.  Y. 

No  jewelry  makes  a  showing  that  is 
prettier,  or  in  better  taste,  than  these  in- 
expensive Waist  Sets,  Bar  Pins  and  Cuff 
Pins  set  with  rhinestones  and  imitation 
pearls  on  sterling  silver  mountings.  De- 
signs are  new  and  artistic,  and  just  the 
simple  jewelry  a  woman  wants  to  wear 
with  a  summer  frock. — Wanamaker,  New 
York,  N.   Y. 

First  glimpse  now  of  some  of  the 
styles  that  won't  be  shown  generally  un- 
til fall.  And  the  first  thought  on  seeing 
them  is  of  wonder  that  such  exquisite 
jewelry  can  be  sold  for  such  trifling 
prices. — Frederick  Loeser  ^  Co.,  Brook' 
lyn,  N.  Y. 

Oddities  in  fobs,  pins.  The  shirt  waist 
man  is  looking  for  the  very  thing  we 
are  displaying.  If  you  want  to  be  on 
time  with  the  "summer  girl"  this  is  your 
chance. — Stemer's,  Allentown,  Pa. 

Pretty  nearly  ereTybody  nowadays, 
wears  plated  jewelry  at  one  time  or  an- 
other— it  has  lived  down  the  stigma  that 
formerly  attached  to  wearing  imitation. 

JEW 


It  comes  in  such  irresistible  pretty  styles, 
and  is  anything  but  "cheap"  in  looks. 
The  workmanship  is  high  class,  the  ap- 
pearance very  effective  and  the  service 
a  long  ways  better  than  the  price.— 
Qimbel   Bros.,   Philadelphia,   Pa. 

Graceful  and  unusual  jewel rj' — distinc- 
tive and  original  goldsmithing.  We  take 
a  great  deal  of  pride  in  having  our  stock 
of  jewelry  represent  all  that  is  not  only 
newest  and  best,  but  that  also  is  differ- 
ent from  the  common  run.  Exclusive 
and  distinctive  designing  forms  a  large 
part  of  our  business  and  those  desiring 
jewelry  that  has  these  qualities  will  find 
wide  range  for  satisfactory  selection 
here.  Special  order  work.  Correct  en- 
graving.— Clark  ^  Engle,   Wilkes-Barre. 

Women  will  browse  with  delight  among 
this  attractive  collection  of  the  pretty 
sorts  of  Jewelry  best  adapted  for  sum- 
mer wearing. — Wanamaker,  New  York. 

We  think  that  you  will  find  our  Jew- 
elry very  interesting  and  we  know  that 
you  will  be  pleased  with  your  purchase 
made  at  our  store.  "Take  our  invita- 
tion often — walk  in  and  look  around." 
— P.  H.  Stevens,  Hartford,  Conn. 

Uniform  excellence  and  reliability,  ex- 
clusiveness  and  refinement,  latest  de- 
signs, variety  of  choice,  price  advan- 
tages. These  facts,  together  with  unique 
store  methods,  make  this  the  jewelry 
store  of  satisfaction  and  economy. — J, 
Wiss  ^  Sons,  Newark,  N.  /. 

Burglarized!  Window  Smashed,  Jew- 
elry Stolen!  What  Is  to  be  Done?  We 
simply  stand  the  loss  and  keep  right  on 
sacrificing  goods.  How?  1-3  off  on 
watches,  1-3  off  on  jewelry.— Ouifcma»'», 
Youngstown,  Ohio, 

Imported  jewelry  at  half  price.— 
These  are  the  strikingly  pretty  combin- 
ations of  imitation  jewels  and  gold- 
plated  mountings  that  they  know  so  well 
how  to  make  across  the  ocean.  Jewelry 
that  sparkle  and  pleases,  though  frankly 
a  make-believe.  New  half  prices  rule  to- 
day on  a  number  of  most  attractive  odd 
pieces,  such  as  brooches  and  belt  clasps» 
that  must  go  before  our  fall  importations 
arrive.  You'll  find  the  choosing  most  al- 
luring.— Wanamaker's,   New    York. 

The  Tray  of  Hearts  displayed  in  our 
show  window  would  fill  your  hand  nicely. 
It's  a  green  silk  plush  tray  filled  with 
gold  friendship  hearts  of  different  siies, 
some  plain,  others  set  with  a  pearl,  gar- 
net, turquoise  or  diamond. — Chas.  E. 
Rose,  Telluride,  Colo. 

"Everything  that  is  best  in  diamonds 
and     jewelry." — Merc4reau    ^    Connell, 
Scranton,  Pcu 
ELRY 


JEWELRY    ADVERTISING 


Id 


y 


You  will  find  the  genuine  here — ^a 
clear,  pure  stone,  in  any  setting  you  may 
desire.  We  can  save  you  money,  and 
yet  give  you  the  best  that  money  can 
buy.— Chas.  E.  Davis,  Great  Falls,  Mont, 

Jewelry  excellence  in  a  nutshell  is 
what  you'll  find  at  our  store.  Beautiful 
gems  of  art  in  both  gold  and  silver  and 
precious  stones  of  every  kind  and  de- 
scription. Buy  your  presents  now  and 
have  them  laid  aside  for  you  by  paying 
slight  deposits. — Oeo.  E.  Wheelhouse  Co., 
Utica,  N.  Y. 

Peeresses  ablaze  with  sparkling  gems 
scintillated  at  the  king's  coronation  and 
made  a  showing  of  jewelled  splendor 
such  as  has  seldom  been  seen.  You  can 
see  a  display  of  jewels  in  brooches,  rings, 
stick  pins,  chains,  etc.,  such  as  you  see 
nowhere  in  Grand  Forks  but  at  Kent's. 
Everything  for  wedding  and  birthday 
gifts,  engagement  rings,  etc. — Frank  V, 
Kent  ^  Co.,  Grand  Forks,  N.  D. 

Engagement  rings. — A  lady  seldom 
wishes  to  have  her  engagement  ring  al- 
tered. It  is  important,  therefore,  that 
it  be  of  a  high  quality  and  of  a  lasting 
style— one  that  is  fashionable  now  and 
sure  to  be  fashionable.  The  half-loop 
is  always  correct,  and  whether  of  dia- 
monds alone  or  diamonds  set  with  ru- 
bies, pearls,  emeralds  or  sapphires,  the 
effect  is  equally  as  good.  From  our 
stock  a  selection  is  not  diflScult. — Cosly, 
Asheville,  N.  C, 

In  the  jewelry  trade  there  are  all  kinds 
of  rings  and  all  kinds  of  prices.  Some 
of  them  are  worth  buying  and  some  are 
not,  and  on  others  the  prices  are  "out 
of  sight."  The  rings  which  we  offer  for 
to-morrow  are  all  good  enough  to  buy 
and  wear  too,  and  the  prices  are  such 
that  almost  anyone  can  afford  to  pay 
them.  If  you  wish  them  for  gifts,  we 
will  lay  aside  your  purchase  if  you  ask 
us. — Siegel-Cooper  Co.,  New  York. 

A  wedding  ring  should  fit  the  finger. 
If  it  is  too  large  it  is  a  sign  of  shallow- 
ness of  purpose.  If  too  tight  it  sug- 
gests that  the  union  pinches  somehow. 
A  perfect  fitting  ring  is  symbolic  of  a 
perfect  harmonious  union.  Start  out 
right  by  getting  your  wedding  ring  from 
us.  We  keep  the  proper  kind  and  proper 
sizes,  and  engrave  any  inscription  you 
may  want,  free  of  charge. — Switzer  ^ 
Grubert,  Staunton,  Va, 

Full  many  a  gem  of  purest  ray  serene 
may  at  our  large  establishment  be  seen. 
If  you  wish  jewels  that  would  gladden 
the  heart  of  an  empress,  this  is  the  place 
for  you,  O  flower  of  American  woman- 
hood! We  cater  to  the  trade  of  un- 
crowned queens. — A,  Low,  Chicago,  III. 


Profanity  preventives. — Gold  collar 
buttons. — Judson  S.  Newing,  Bingham- 
ton,  N,   Y, 


The  «- 


-**  collar  button,  50c.,  will 


save  many  a  cuss-word. — Gans  ^  Klein, 
Helena,  Mont. 

Our  watch  is  the  accurate  to  a  second 
time-piece.  —  Dueber-Hampden  Watch 
Works,  Canton,  Ohio. 

Little  luxuries  priced  as  low  as  if  thejr 
were  necessities.  Every  article  just  as 
good  as  if  the  best  jeweler's  name  was 
on  the  box,  but  how  much  lower  in  price  I 
— Scroggie's,  Montreal,  Ca^. 

Graduation  gifts !  You  know  it  is  time 
for  the  purchasing  of  these  pleasant 
souvenirs  of  Graduation  Day.  We  have 
learned  from  experience  just  what  the 
young  people  like  best  in  the  way  of 
gifts,  and  we  have  prepared  ourselves 
to  supply  parents  and  guardians  with 
beautiful  and  suggestive  articles  that 
have  a  permanency  of  interest. — C.  H, 
Case  4"  Co.,  Hartford,  Conn. 

Signet  rings.  There's  a  constant  de- 
mand for  new,  odd  and  out-of-the-com- 
mon  ring  designs.  Our  display  of  signet 
rings  meets  this  demand,  fully;  we  have 
a  first-rate  variety  of  the  latest  designs 
— extremely  novel,  many  of  them,  yet 
artistic  and  in  perfect  taste.  Safe  to 
say  that  no  matter  what  style  of  signet 
ring  you  want,  or  how  much  you  are 
ready  to  spend  for  one,  you  can  make  a 
satisfactory  selection  here. — P.  H.  Ste^ 
vens,  Hartford,  Conn. 

After  all,  have  you  noticed  that  the 
trifles  of  dress  are  its  tell-tales.  The 
Horse  Show  rig  will  hardly  be  complete 
without  its  jeweled  collar  or  necklace. 
Get  the  leading  color  of  your  get-up, 
then  match  it  in  the  stone  of  one  of 
these  jeweled  collars.  They  brace  the 
limp  lingerie  collars  beautifully. — Gim- 
bel  Brothers,  Philadelphia,  Pa. 

In  purchasing  a  diamond,  a  watch,  or 
a  set  of  silverware,  it  is  necessary  to 
know  the  exact  facts  about  any  one  of 
them.  We  encourage  inquisitiveness  in 
our  customers,  and  delight  in  telling 
them  the  plain  truth  about  all  our  goods. 
That,  with  courteous  treatment,  have 
won  solid,  lasting  friends  for  us.  And 
we  propose  to  keep  it  up. — Robert  P, 
Kiep,  Joliet,  III. 

Creations  for  the  bride.  A  jewelry 
store  is  the  natural  place  to  seek  gifts 
of  lasting  value !  There  are  many  things 
here  that  are  beautiful,  useful  and  that 
will  hold  their  worth  almost  indefinitely. 
Numberless  articles  in  jewelry,  etc.,  that 
will  give  much  pleasure  to  the  bride. — 
/.  T.  Allen  ^  Co.,  Richmond,  Va. 


JEWELRY 


14. 


JEWELRY    ADVERTISING 


JEWELRY    ADVERTISING 


15 


II 


Engagement  Rings  and  Wedding 
Rings.  And  now  when  the  swallows 
homeward  fly  there  is  a  kind  of  fluttering 
around  Brown's,  by  the  big  clock,  and 
some  wedding  rings  are  being  carried 
away.  Look  out!  the  robins  are  going 
to  build.— Hartford,  Conn. 

A  Ring  That  Satisfies.  Xo  purchase 
of  a  lifetime  requires  the  care  that 
should  be  shown  in  buying  the  engage- 
ment ring.  We  have  made  a  study  in 
this  line,  and  have  chosen  a  stock  which 
will  enable  you  to  have  the  best  sets, 
the  prettiest  settings  and  the  most  re- 
liable plain  rings.— IT.  C.  Forbes,  8t. 
Thomas,  Ont„  Can. 

You  bave  certainly  beard  o!  the  phrase, 
— "As  good  as  gold  and  sure  as  dia- 
monds." That  is  the  saying  of  centuries 
expressing  as  nearly  as  possible  unchang- 
ing value.  When,  therefore,  just  as  the 
holiday  season  approaches,  we  offer  dia- 
monds set  in  brooches,  cuflF  links,  lock- 
ets, scarf  pins,  etc.,  just  the  very  thing 
for  presents  to  man  or  woman,  at  prices 
one-fourth  to  one-third  less  than  their 
worth,  we  think  there  is  justification 
in  calling  it  a  wonderful  sale.— ^6ra- 
ham  ^  Straus,  Brooklyn,  N.  Y. 

At  Lambert's  a  $100  ring  sells  for 
$100.  We  don't  say  our  price  is  away 
below  the  real  value  of  the  article,  but 
because  we  manufacture  so  largely  and 
because  our  customers  pay  only  one  pro- 
fit, Lambert  jewelry  is  lower-priced  than 
that  of  other  reliable  houses.  When  we 
add  that  we  unreservedly  guarantee 
every  article  we  sell,  and  that  we  have 
enjoyed  public  confidence  for  almost 
thirty  years,  you  will  understand  why  our 
record  in  trade  is  a  historj^  of  success. 
We  are  in  a  modest  locality,  where  rents 
are  not  exorbitant— another  element  of 
economy  by  which  our  patrons  benefit. — 
Lambert  Bros.,  New  York. 

Various  manufacturing  jewelers  con- 
tribute to-day's  good  buying— largely 
surplus  lots;  and  in  some  cases,  part  of 
the  stocks  that  the  makers  thought  to 
hold  as  reserve  for  the  follow-on  orders 
for  holiday  business.  But  they  figured, 
doubtless,  that  cash  in  hand  was  worth 
several  uncertain  orders  in  the  future. 
There  will  be  nothing  newer   in   styles 


ver,  heavily  plated  with  14  karat  gold 
and  set  with  brilliant  stones. — Saks  ^ 
Co.,  yew  York,  N.  Y, 

A  jewelry  store  is  the  best  place  in 
the  world  to  get  suggestions  for  wed- 
ding or  birthday  presents.  The  stock  is 
so  varied,  and  the  prices  are  so  varied, 
that  every  kind  of  taste  and  every  kind 
of  pocket-book  is  sure  to  be  suited.  We 
have  many  inexpensive,  but  dainty  little 
novelties  here,  which  will  make  excellent 
gifts.  This  is  a  jewelry  store  where  you 
can  get  just  what  you  are  looking  for. 
Our  stock  never  runs  down.  Our  su- 
perb array  of  jewelry  and  watches  makes 
selection  easy.— IT.  F.  Sellers  ^  Co.,  AU 
toona.  Pa. 

Gold-Plated  Summer  Jewelry  Much 
Under  Price.— One  would  think  the  reg- 
ular prices  of  these  artistic  pieces  were 
quite  temptings  enough.  The  patterns 
copied  from  the  best  designs  of  high- 
priced  jewelry;  and  the  summer  girl  and 
man  who  wish  to  be  care-free  about  the 
loss  of  these  things  when  traveling  or  on 
holiday  excursions  are  very  glad  to  select 
from  such  a  pretty  collection.  But  we 
have  cut  the  prices  away  down  from  their 
regular  littleness;  and  to-day's  offerings 
are  particularly  tempting. — Wanamaker, 
yew  York. 

Rings,  Rings,  Rings.  Engagement 
rings.  Wedding  rings.  Baby  rings. 
Birthday  rings.  Signet  rings.  Rings  of 
every  description.  An  elegant  stock  to 
select  from,  and  such  low  prices  you  can 
not  help  to  buy  when  you  see  our  rings. — 
A.  Graves  Co.,  Memphis,  Tenn. 

In  these  degenerate  days,  there  is  noth- 
ing in  which  one  can  be  more  easily 
fooled  than  in  jewelry.  And  so  the  wise 
jewelry  buyer  takes  care  to  go  to  a  re- 
liable house  like  Wilson's,  London,  E.  C. 
Babies'  rings  should  be  of  so  good  a 
quality  as  not  to  tarnish  and  cause  blood 
poisoning,  and  yet  not  so  expensive  that 
their  loss  would  be  felt.  The  line  of 
rings  we  carrj'  fills  the  bill.  See  them.— 
The  Whitehouse  Dry  Goods  Co.,  <Spo- 
kane.  Wash. 

Everything  you  need  in  jewelry  awaits 
your  inspection  at  the  Lambert  store. 
There  is  a  myriad  of  gifts  for  gradua- 
tions, birthdays,  engagements,  weddings, 
and  for  bon  voyage  souvenirs.    The  most 


shown  later,  during  the  holidays.— Oini- ^  beautiful  article  is  far  less  costly  than 
r  -1  T>„--     rn.:i^^^i^i.:^    P/.  y^^  would  imagine,  for  we  are  manufac- 

turers and  importers,  never  dealing  with 


bel  Bros.,  Philadelphia,  Pa. 

We  have  punctuated  the  spent  season 
with  several  special  sales  of  bar  pins. 
They  were  successful — remarkably  so. 
It  gave  us  courage  to  organize  a  sale 
which  involves  more  pins  than  any  three 
other  shops  combined  afford — service- 
,able,  well  wrought  pins  of  sterling  sil- 


middlemen.  We  can  always  serve  you 
well — never  better  than  in  the  month  of 
roses,  gifts  and  good  wishes.  Reliable 
jewelry  lasts  forever.  So  buy  of  Lam- 
bert's the  old  Reliable.— Lambert  Bros., 
New  York,  N.  Y. 


Dainty  and  graceful — as  you  would 
expect  in  styles  born  in  Paris.  The  Pen- 
dant necklaces  are  a  charming  fashion- 
fancy.  Thin,  almost  thread-like  gold- 
filled  or  silver  chains  hung  with  lovely 
little  pendants  of  gems,  imitation  or  semi- 
precious. Other  chains  have  a  festoon 
effect  of  gem-set  links — extremely  grace- 
ful adornment  for  Mademoiselle's  neck 
— and  essentially  Parisian!  The  color 
combinations  of  the  gems  of  various  hues 
are  strikingly  artistic. — Strawbridge  4* 
Clothier,  Philadelphia,  Pa. 

Always  count  on  the  latest  fads  being 
shown  here  first.  Just  as  soon  as  word 
reached  us  from  our  representative  in 
fashion  centers,  we  ordered  the  very 
latest  conceits  for  immediate  display. 
Certainly  they  are  fascinating  little  ef- 
fects— and  as  fresh  as  a  rose.  The  effects 
are  as  dainty  as  can  be  in  French  gray, 
dull  or  polished  gun  metal,  Roman  and 
rose  gold  finishes — some  are  jeweled  very 
cleverly  and  neatly,  one  might  even  say 
elegantly — others  take  on  a  tinge  of  col-_ 
or,  like  the  peacock  feather  designs. 
Most  of  the  Chatelaines  have  a  sash  pin 
of  effective  design  from  which  drop  five 
chains,  having  such  delicately  fashioned 
need  articles  as  a  pencil,  memo  tablet, 
bonbon  box,  mirror,  coin  holder,  purse 
or  stamp  case. — Abraham  ^  Straus, 
Brooklyn,  N.  Y. 

With  our  enviable  reputation  for  sell- 
ing the  best  and  most  trustworthy 
watches  always,  specials  like  these  we 
offer  for  to-morrow  mean  much  to  folks 
who  know  us.  They  mean  that  you  can 
purchase  an  absolutely  correct  time- 
piece (with  our  guarantee  back  of  it) 
at  a  most  appreciable  saving. — Bloom/- 
\ng dale's.  New  York,  N,  Y. 

The  new  arrivals  of  Jewelry  from 
Paris  present  a  brilliant  exhibition. 
These  decorative  pieces  are  wonderful 
in  their  artistic  effects;  though  the  jew- 
els are  imitations,  the  designs  are  artis- 
tic as  though  real  diamonds  and  pearls 
were  to  be  mounted. — Wanamaker,  New 
York,  N.  Y. 

As  jobbers  of  Rings,  buying  direct  of 
the  makers,  we  naturally  have  assort- 
ments that  cannot  be  found  in  a  strictly 
retail  jewelry  store.  You  have  the  ad- 
vantage here  of  pleasing  your  individual 
fancy.  And,  then,  the  saving  in  cost! 
A  record  is  kept  of  every  ring  sale  and 
your  money  is  waiting  for  you  if  there  is 
any  dissatisfaction.— ffo/wianX  Colum- 
bus, Ohio. 

It  has  been  the  fashion  for  fair  woman 
to  decorate  herself  with  gold  and  silver 
chains.  It  is  still  the  fashion,  to  judge 
by  what  one  sees  in  New  York  and  Paris. 


We  have  many  pretty  conceits  in  fancy 
link  and  jeweled  slide  as  well  as  the 
simpler  patterns. — Montgomery  Bros., 
Los  Angeles,  Cal. 

There  is  such  a  thing  as  sentiment  in 
business,  wise  proverb  makers  to  the  con- 
trary notwithstanding.  The  sentimental 
side  of  our  business  is  represented  by  the 
Lambert  seamless  solid  gold  wedding 
rings.  The  sale  of  wedding  rings  in- 
creases at  our  store  continually.  The 
little  blind  Cupid  is  always  busy,  and  his 
followers  have  learned  that  Lambert  wed- 
ding rings  are  as  good  as  they  can  be 
made.  Our  reputation  began  growing 
years  ago,  by  reason  of  the  excellence  of 
these  rings,  and  they  have  never  fallen 
below  the  original  standard.  They  are 
made  in  our  own  factory,  and,  like  every- 
thing else  we  sell,  are  guaranteed.  They 
come  in  all  styles,  sizes,  widths  and 
shapes. — Lambert  Bros.,  New   York. 

It's  another  manufacturer's  sample  lot 
of  buttons  bought  at  a  price  concession 
that  virtually  gives  them  to  us  as  a  re- 
ward for  our  large  season's  business. 
They'll  create  a  positive  sensation,  for 
they  are  worth  up  to  $8— not  one  pair 
worth  less  than  $5 — guaranteed  solid 
gold^many  are  set  with  genuine  rose 
diamonds  and  other  precious  stones. 
Monday,  while  they  last,  at  $1.50  and 
$2.90. — Simpson-Crawford  Co.,  yew 
York. 

We  differ  from  the  exclusive  jeweler 
only  in  the  matter  of  selling.  W^e  gather 
in  the  same  markets,  of  the  same  manu- 
facturers— travel  together  up  to  the  sell- 
ing point,  and  there  we  part.  His  must 
be  long  profits  to  cover  short  seasons, 
ours  the  usual  Macy  profits,  a  slender 
margin  based  upon  cash  transactions — 
no  more  on  luxuries  than  we  get  from 
necessaries.— Macy 's,  yew    York,  y.    Y. 

Bewildering  surprises  on  every  hand. 
One  scarcely  knows  which  way  to  turn 
first  in  this  wonderful  jewelry  store. 
There  are  so  many  beautiful  and  appro- 
priate things  in  gold,  silver,  various  other 
metals,  precious  stones  and  countless 
novelties,  that  the  mind  is  quickly  stimu- 
lated, and  purses  fly  open  readily.  If 
you  are  in  doubt  as  to  what  to  buy,  a 
walk  through  the  jewelry  store  will 
quickly  set  your  mind  at\ase.—Siegel 
Cooper  Co.,  yew  York,  y.  Y. 

We  sell  jewelry,  good  jewelry,  too; 
the  kind  you  can  wear  with  pride.  Jew- 
elry for  birthdays,  weddings  and  other 
gifts  can  be  found  here  in  rich  assort- 
ment. The  prices  are  wonderfully  less 
than  you  would  naturally  imagine  for 
such  excellent  values.— Geo.  E,  Wheels 
house  Co.,  Utica,  y.  Y. 


JEWELRY 


JEWELRY 


16 


JEWELRY    ADVERTISING 


JEWELRY    ADVERTISING 


17 


i 


No  exclusive  jeweler,  no  matter  how 
great  his  reputation,  can  have  finer  dia- 
monds, more  artistic  jewelry  or  better 
watches.  No  exclusive  jeweler  can  com- 
pete in  price  and  none  can  more  thor- 
oughly safeguard  you  as  to  quality,  for 
we  take  back  without  question  anything 
with  which  you  can  find  fault. — Hecht 
Broa.,  New  York,  N.  Y. 

Our  plan  has  won  the  hearts  of  jewel- 
ry lovers  in  this  town.  To-day  we  will 
invite  callers*  attention  to  our  new  way 
of  displaying  diamonds  and  gold  jew- 
elry. Under  soft,  clear  light,  with  noth- 
ing to  confuse  the  eye,  the  trays  of  treas- 
ure are  sure  to  bring  expressions  of  de- 
light. We  offer  distinct  advantages  in 
prices. — Mermod,  Jaccard  ^  King  Jeio^ 
elry  Co.,  New  York,  N.  F. 

Who  wore  the  first  finger  ring? 
Prometheus,  "the  father  of  jewelry,"  is 
credited  with  having  made  the  first  ring. 
When  he  was  cut  loose  by  Hercules  from 
the  chains  that  had  held  him  to  Mount 
Caucasus,  he  made  a  ring  out  of  one  of 
the  links  of  his  fetters  and  in  the  bevel 
fixed  a  portion  of  the  rock.  The  mar- 
riage ring  is  of  very  ancient  origin.  It 
was  used  as  a  seal,  by  which  orders  were 
signed  (Gen.  XXXVIII;  Esther  II,  10- 
12),  and  the  delivery  of  the  ring  was  a 
sign  that  the  giver  endowed  the  person 
who  received  it  with  all  the  power  he 
himself  possessed  (Gen.  XII,  A-2).  The 
woman  who  had  the  ring  could  issue 
commands  as  her  husband  and  was  in 
every  respect  his  representative. — The 
Wanamaker  Store,  Philadelphia,  Pa, 

Here's  a  splendid  chance  for  any  one 
with  a  birthday  or  anniversary  gift  to 
present.  Nothing  more  appropriate  or 
acceptable  than  one  of  these  handsome, 
newest  style  bracelets. — Blooming  dales. 
New  York. 

Inexpensive  jewelry.  How  about  one 
of  our  new  "lingerie"  necklaces  to  give 
a  touch  of  color  to  your  white  lingerie 
blouse?  One  of  our  new  dainty  "stock 
supporters  ?**  A  pretty  festoon  or  pen- 
dant necklace  for  the  girl  you  know  is 
going  to  graduate?  Or — but  come  your- 
self and  browse  among  the  spring  jew- 
elry— let  that  persuade  you. — Straw^ 
bridge  ^  Clothier,  Philadelphia,  Pa. 

The  handsomest  dollar  hat  pin  that  has 
been  shown  in  Hartford  for  many  a  day 
is  here.  No  question  about  its  being  the 
most  attractive  value  of  its  kind  we've 
ever  offered.  If  you  have  need  of  a 
new  hat  pin,  step  in  and  see  this  dollar 
special  of  ours — you'll  buy  one,  we  war- 
rant.— P.    H.   Stevens,    Hartford,   Conn. 

We  keep  everlastingly  at  it  and  there 
fore    tell  you  again  that  we  have  a  new 


line  of  waist  sets,  back  and  side  combs, 
watches,  high  grade  railroad  movements, 
diamonds  and  diamond  jewelry  in  all 
latest  designs.  We  do  high  grade  watch 
and  jewelry  repairing.  Carefully  test 
and  fit  your  eyes  with  accurately  ground 
lenses  and  any  style  sj>ectacle  or  eye- 
glasses.— F.  J.  Mund,  Leadville,  Colo. 

Most  women  like  to  possess  pretty 
rings.  We  have  provided  for  the  de- 
mands of  fashion  and  display  as  fine  an 
assortment  of  rings  as  was  ever  shown  in 
Binghamton.  If  your  mind  is  made  up 
on  any  particular  style  of  ring — which 
we  don't  happen  to  have — we  can  easily 
make  it  up  for  you. — John  M.  Frear, 
Binghamton,  N.  Y. 

Beauty  in  brooches. — A  stock  that  is 
representative  of  good  taste  and  rare 
elegance.  The  most  notable  feature  is 
the  entire  absence  of  the  heavy  and 
clumsy  effects  seen  in  so  many  stocks, 
and  instead,  daintiness  of  style  that 
shows  careful  selection  from  the  best 
manufacturing  jewelers. — Louis  P.  Cron- 
ean,  Kewanee,  III. 

The  mountings  of  the  rings,  brooches, 
pins,  &c.,  in  our  store  are  all  made  in 
our  own  factory  on  the  premises.  Such 
articles  as  we  do  not  manufacture  we  buy 
for  cash  in  great  quantities  direct  from 
the  makers.  Middlemen  never  figure 
in  any  of  our  transactions,  and  that  is 
why,  although  we  yield  to  nobody  in  the 
excellence  nor  the  artistic  quality  of  our 
goods,  our  prices  are  always  reasonable. 
— Lambert  Bros.,  New  York,  N.  Y. 

"The  jewelry  you  find  here  is  so  differ- 
ent from  that  in  other  stores — every- 
thing is  fresh  and  stylish."  We  hear  this 
comment  almost  daily  now  that  the  flood- 
tide  of  holiday  shopping  has  begun  to 
rise.  Our  stock  shines  with  the  latest 
ideas  demanded  by  refined  taste,  because 
we  have  a  large  factory  and  a  staff  of 
designers  on  the  same  premises  with  our 
salesrooms.  We  are  original  in  other  di- 
rections— in  our  diamond  department, 
for  example.  Prices  of  diamonds  are 
fixed  in  Europe  and  all  importers  are 
treated  alike.  Our  great  advantage — 
and  yours — is  that  a  member  of  our  firm 
chooses  the  stones  in  Amsterdam  and 
imports  them  direct.  We  sell  diamonds 
lower  than  others  can  because  we  pay  no 
importer's  or  jobber's  profits. — Lam- 
bert Bros.,  New  York,  N.  Y. 

A  thousand  gold  brooches  bought  at 
fractional  prices.  Latest  styles,  of 
course,  for  they  are  just  out  of  the  fac- 
tory. No  other  reliable  jewelry  house 
ever  did  or  ever  will  offer  you  a  like 
value  in  brooches. — CaHelberg*s,  WasK^ 
ington,  D,  C, 


JEWELRY 


A  written  guarantee  with  e\*ery  pur- 
chase as  to  weight  of  stones  and  fineness 
of  gold.  A  pearl  necklace  at  $40,000.00. 
If  you  want  to  see  one  of  the  most  ex- 
quisite pieces  of  jewelry  ever  made,  come 
in  and  look  at  a  pearly  necklace  which 
we  offer  Monday  at  $40,000.00.  (Goods 
bought  before  Thursday  will  be  charged 
in  the  December  account  if  desired.) 
This  wonderful  necklace  is  composed  of 
an  incredible  number  of  very  lustrous 
pearls— all  of  very  finest  quality— in  the 
matching  of  which  many  years  were  oc- 
cupied. Considering  its  exquisite  beauty 
and  the  even  matching  of  the  pearls,  our 
price  of  $40,000.00  is  a  bargain  price.  A 
diamond  necklace  at  $30,000.00.  An- 
other magnificent  jewel  to  be  seen  here 
is  a  diamond  necklace  composed  of 
fancy  shaped  diamonds  cut  by  one  of 
the  most  famous  diamond  cutters  in  all 
Europe.  Every  stone  is  blue  white.  This 
necklace  is  one  of  the  finest  pieces  ever 
shown  in  New  York.  The  price  of  $30,- 
000.00  is  low  for  this  piece.— Ehrich 
Bros.,  New  York,  N.  Y. 

'  We  have  never  shown  anything  dain- 
tier, richer  or  more  effective  than  the 
new  designs  of  personal  jewelry  which 
we  have  gathered  for  this  fall.  An 
especially  pleasing  selection  of  a  brooch, 
stick  pin  or  waist  set  can  be  made  from 
a  line  of  exquisitely  enameled  four  leaf 
clovers  and  autumn  leaves,  set  with  dia- 
monds or  pearls.  A  pleasure  to  show 
you,  even  if  just  looking  for  the  future. 
— Nilson-C  raw  ford  Co.,  Denison. 

Summer   Jewelry.— New,   neat,  pretty 

trinkets  that  give  a  dainty  touch  to  the 

Summer    aiiire.— Stewart   ^   Co.,  Balti- 
more, Md. 

The  bride's  pleasure  is  certain  if  the 
gifts  of  the  wedding  are  selected  from 
a  stock  of  high  quality.  Here  are  some 
beautiful  pieces  of  the  best  makes  of 
silverware.  Full  quality,  perfectly  made 
— not  a  bit  of  cost  put  on  them,  but  that 
shows  perfectly.  You  can  see  the  qual- 
ity in  everything  we  sell.— i2.  Wiss  ^ 
Sons,  Newark,  N.  J. 

There  is  not  a  plated,  washed  or  filled 
ring  in  our  stock.  If  others  charge  less 
for  their  rings,  it's  because  ours  are  bet- 
ter.—Worell,  the  jeweler,  Louisiana,  Mo. 

Brown's  Scarf  Pins.  Brown  has  a 
tray  of  scarf  pins  in  his  showcase  that 
are  remarkable  for  beauty  and  good 
taste.  There  are  hardly  any  two  alike; 
they  are  unique  in  style;  yet  there  is  not 
a  single  freak,  or  cheap  design  among 
them.  Some  of  the  cleverest  pins  ever 
exhibited  in  this  city  are  in  this  tray.— 
Brown,  Hartford,  Conn. 

Buying  jewelry  and  gems  is  a  matter 

JEWE 


vJ 


of  confidence.  Most  people  cannot  ac- 
curately determine  for  themselves  the 
value  of  precious  stones  and  gold  and 
silver  things.  Therefore  it  is  important 
to  know  the  store  you  buy  from.  Bart- 
lett  is  as  anxious  to  satisfy  you  as  you 
are  yourself.  He  can't  afford  to  do 
otherwise.— F.  A.  Bartlett,  Lockport. 

Visitors  to  Europe  are  cordially  invit- 
ed to  visit  the  establishments  of  Tiffany 
&  Co.  at  Avenue  de  I'Opera,  36  bis, 
Paris,  and  221  and  221 A  Regent  Street, 
W.,  London,  where  objects  of  interest 
can  be  viewed  with  the  same  freedom 
as  in  a  museum.— Tif any  ,^  Co.,  New 
York, 

There  is  no  stock  in  the  house  from 
which  you  can  select  pleasing  gifts  for 
weddings,  birthdays  or  anniversaries  with 
more  ease  and  pleasure  than  the  jewelry 
store.  Here  are  gifts  for  the  mere  tot 
—mugs,  rings,  pins— to  the  most  aged. 
Appropriate  gifts,  showy  gifts,  gifts  of 
intrinsic  merit.  And  they  need  not  be 
costly.— IT.  V.  Snyder  ^  Co.,  Newark. 

To-morrow  we  offer  other  specials  in 
solid  gold  and  diamond  jewelry.  The 
prettiest  novelties  and  the  newest  con- 
ceits are  displayed  in  our  jewelry  store. 
Everything  has  been  skillfully  selected; 
you're  safe  buying  here.  The  prices  are 
from  25  per  cent,  to  50  per  cent,  below 
those  usually  asked.— Bloomingdale 
Bros.,  New  York. 

Good,  straightforward,  honest  gold  and 
silver  jewelry  and  things  for  folk  with 
limited  means  yet  not  satisfied  with  any- 
thing but  the  hest.—Geo.  F.  Brodnax, 
Memphis,  Tenn, 

New  spring  jewelry.  A  sparkling  ar- 
ray of  the  new  spring  sterling  silver 
novelties.  We  are  now  showing  all  the 
latest  styles  and  prevailing  fads.  The 
new  designs  are  in  fancy  stunts  for  the 
smart  spring  girl,  including  the  Floro- 
dora  heads,  dragons,  pug  dog  heads,  art 
nouvea,  etc.  They  are  all  the  rage. — 
Hope  Bros.,  Knooeville,  Tenn. 

Escaping  jewelry  store  stagnation  af- 
ter the  holidays  is  what  we  mean  to  do. 
We  manage  to  do  this  by  lopping  off 
prices  on  our  goods  until  the  profits  are 
represented  by  a  large  round  O.  This 
year  we  propose  to  make  things  unusual- 
ly lively  and  have  cut  prices  until  in 
many  instances  hardly  more  than  the 
assay  value  of  the  material  is  left.  If 
you  have  any  birthdays  you  must  re- 
member during  the  next  few  months,  we 
suggest  that  you  can  obtain  a  gift  from 
us  now  which  will  cost  you  much  more 
after  this  sale  is  over. — Johnson  Jewelry 
Co.,  Logan  City,  Utah. 
LRY 


18 


JEWELRY    ADVERTISING 


JEWELRY    ADVERTISING 


19 


V 


The  band  that  binds  hearts  together 
seems  to  be  in  great  demand  just  at  this 
season  of  the  year.  Your  ring  is  here, 
just  what  you  want,  backed  up  by  our 
full  guarantee.  Our  big  stock  has  just 
been  strengthened  by  a  wide  variety  of 
all  that  is  latest  and  best.—/.  F.  Carr, 
Kenton,  Ohio. 

The  added  chann  to  a  woman's  toilet 
is  exquisite  jewelry.  The  gems  or  ar- 
ticles need  not  be  excessively  costly;  if 
the  gems  are  well  cut  and  well  set  and 
the  articles  perfectly  made,  they  will 
greatly  add  to  the  charms  of  the  wearer. 
Ernsting's  is  the  store  which  carries  a 
most  magnificent  stock  of  all  that  is  de- 
sirable in  jewelry — diamonds,  kunsite, 
tourmalines  and  other  gems  at  remark- 
ably low  prices. — C.  W.  Ernst  ing,  San 
Diego,  Cat. 

We  make  a  specialty  of  exclusiveness 
in  every  line  we  undertake  as  is  shown 
by  our  displays.  When  you  want 
"something  different"  come  to  us. — 
Hansel,  Sloan  4*  Co.,  Kansas  City,  Mo. 

In  keeping  with  the  grand  onward 
sweep  of  this  time-honored  establish- 
ment, we  have  now  the  pleasure  of  an- 
nouncing our  new  department  of  dia- 
mond jewelry.  A  new  department  and 
a  new  departure.  Selling  the  costliest 
of  diamond  jewelry  on  the  same  basis  of 
small  profit  as  characterizes  all  the  Eh- 
rich  merchandise — removing  diamonds 
from  the  category  of  luxury  or  extravag- 
ance and  putting  them  into  the  more 
satisfying  form  of  an  investment.  In 
inaugurating  this  great  move  our  pur- 
pose was  to  erect  a  department  which 
would  be  at  least  equal  to  any  of  the 
best  ones  in  the  store,  and  be  also  the 
equal  of  any  exclusive  jewelry  store  in 
New  York.  That  means  a  large  variety 
of  diamond  jewelry  of  the  highest  class, 
together  with  original  and  exclusive 
novelties  in  settings;  and  gold  jewelry 
which,  apart  from  the  precious  stones, 
is  no  less  sought  after  by  persons  of  the 
most  refined  tastes.  This  should  not  be 
looked  upon  as  a  mere  department;  it 
is  more  than  that— it  is  truly  a  jewelry 
store,  with  ourselves  as  manufacturers. 
— Ehrich  Bros.,  New  York,  N.  Y. 

A  present  that  gives  pleastrre  not 
merely  for  a  few  days  but  for  long 
months  and  years  is  the  ideal  Christmas 
gift.  That  is  why  jewelry  made  by  mas- 
ter workmen  and  sold  at  moderate  prices 
is  fast  growing  in  favor.  Designs  full 
of  the  beauty  of  art  are  found  in  glis- 
tening profusion  at  the  Lambert  store. 
Choosing  is  no  longer  a  task,  but  a  pleas- 
ure.— Lambert's,  New  York,  N.  Y, 
We  are  still  determined  in  our  effort 

JEW 


to  close  out  all  the  jewelry  remaining 
from  the  past  season,  before  attempting 
to  properly  show  and  display  the  new 
jewelry,  which  has  been  rapidly  arriv- 
ing during  the  past  few  weeks.  If  these 
prices  are  not  sufficiently  low  to  stimu- 
late curiosity,  come  down  and  examine 
the  goods,  and  see  how  much  lower  they 
are  than  usual. — McKelvey's,  Youngs- 
town,  Ohio. 

Wedding  Rings. — Tiffany  wedding 
rings  are  the  proper  kind,  and  should 
be  of  finest  quality.  We  have  in  stock 
every  size  or  shape,  or  make  them  to  or- 
der, if  you  so  desire.  Our  reputation 
assures  vou  of  the  best.  We  invite  you 
to  call.— E.  /.  Scheer  ^  Co.,  Rochester. 

Imported  Rhinestone  Jewelry  Actual- 
ly at  Half  Price — Very  many  of  the 
prettiest  designs  are  exclusive.  The  set- 
tings are  sterling  silver  or  gold  plated. 
It  is  really  surprising  how  such  particu- 
larly pretty  pieces  could  be  made  for 
such  prices. — Abraham  ^  Straus,  Brook- 
lyn,  N.  Y, 

If  you   intend   to   get   a   ring   in  the 

near  future   it   will   pay  you   to   invest 

now.  Yes,  buy  for  Christmas. — //.  Fell- 

man,  Woonsocket,  R.  /. 

It's  a  fitting  custom  that  of  giving 
baby  a  silver  souvenir  spoon,  illustrating 
in  some  way  the  year  you  wish  to  be  re- 
membered. We  sell  a  great  many  for 
that  purpose,  as  well  as  for  remem- 
brances to  friends  at  home.  We  charge 
nothing  for  engraving  the  date. — Stewart 
Dawson  ^  Co.,  Melbourne,  Aus. 

Look  all  over  town,  then  come  to  us 
and  be  convinced  that  our  line  of  rings 
surpasses  all  others.  We  want  the 
young  men  to  see  the  nice  engagement 
rings  in  our  trays.  For  those  whose 
purse  permits,  the  diamond  is  always  the 
thing.  See  those  solitaire  diamonds  in 
Tiffany  ring  mountings  at  $38 — sure  to 
please.  The  opal,  no  longer  unlucky, 
but  now  the  most  popular  stone,  is  much 
in  evidence  in  our  stock.  Handsome 
opal  and  diamond  engagement  rings  $10 
to  $^5.  Possibly  the  day  of  days  ap- 
proaches and  it's  a  plain  gold  band  you 
need;  we  sell  only  the  seamless  solid 
gold  wedding  rings,  the  only  sort  to 
buy — all  shapes  and  sizes — $3  to  $8. — E. 
D.  Vosbury,  Atlanta,  Qa. 

Novelties  in  jewelry  and  belts. 
Dainty  little  articles  which  appeal  to 
every  woman  and  which  are  an  indis- 
pensable part  of  a  woman's  dress  fix- 
ings.— The  Hamburger  Store,  Los  An- 
geles, Cat. 

When  you  think  of  jewelry  think  of 
Lyon,  Lexington,  Ky. 
ELRY 


^The  Reliable  Store.  Frankly,  now, 
wouldn't  you  rather  have  a  wedding  or 
a  birthday  present  from  Stewart  Daw- 
son's than  almost  any  other  place  in 
Sydney  ?  Why  ?  Because  this  is  a  re- 
liable store.  Because  for  thirty-one 
years  we  have  made  a  specialty  of  one 
class  of  goods— the  reliable.  As  to 
prices,  is  it  not  reasonable  that  we,  as 
specialists  in  reliable  goods  should  be 
able  to  buy  quality  and  sell  quality  low- 
er than  shops  that  merely  dabble  in 
quality  for  the  sake  of  effect  ?  Our 
stock  has  been  carefully  gone  into,  and 
we  can  say  that  the  assortments  were 
never  larger  and  time  was  never  more 
propitious  for  a  satisfactory  buying. 
Orders  by  post  have  careful* attention, 
and  catalogues  and  particulars  are  glad- 
ly furnished  inquiries. — Dawson  ^  Co., 
Sydney,  Aus. 

Jewelry.  Little  luxuries  priced  as 
low  as  if  they  were  necessities.  Every 
article  of  the  same  fine  quality  as  if  the 
best  jeweler's  name  was  on  the  box,  but 
at  much  lower  prices.— (?eo.  B.  Peck 
Dry  Goods  Co.,  Kansas  City,  Mo. 

An  up-to-date  jewelry  store  is  the  best 
place  in  the  world  to  get  suggestions  for 
presents.  The  stock  and  the  prices  are 
so  varied  that  every  taste  and  every 
pocket  is  likely  to  be  suited.  We  have 
many  inexpensive  but  dainty  little  novel- 
ties here  which  will  make  excellent  gifts. 
This  is  the  place  where  you  can  get  just 
what  you  are  looking  for.  Our  stock 
never  gets  low.— Stewart  Dawson  4;  Co., 
Melbourne,  Aus. 

The  latest  fashionable  engagement 
ring.  Very  fine.  Brilliant  enough  to 
cut  any  heart.— £,.  W.  Sweet  &;  Co., 
Brooklyn,  N.  Y. 

Pins  and  pins.  While  waiting  in  a 
New  York  store  one  day  last  week,  an 
observing  man  noticed  and  counted  the 
small  pins  worn  by  a  smartly  dressed 
woman  who  was  standing  at  one  of  the 
counters.  There  were  fifteen  pins  in  all 
—four  on  the  front  of  the  waist,  four 
on  the  cuffs,  three  on  the  neck  band  and 
four  on  the  belt.  Fifteen  is  maybe  a 
large  number  for  every-day  wear,  but 
stiU-pins  are  being  worn  this  season 
more  m  number  than  ever  before.  Our 
stock   shows    the   newest   ideas-in   pins 

waist     There  are  pins  of  gold  and  pins 
of  silver;  pins  round,  pins  oval  and  bar 
pins.    Prices  range  from  30c.  up  to  $8 
each.    Come  in  and  see  the  line.— C.  E 
Oiford  4  Co.,  Fall  River,  Mass. 

Art  and  poetry  have  always  had  some 
of  their  highest  forms  of  expression  in 
jewelry    and   the   precious   stones.    The 


'J 


JEWELRY 


creations  of  the  twentieth  century  prove 
this  time  honored  rule  in  an  almost  ab- 
solute perfection  of  design  and  work- 
manship.—^r^Awr  M.  Field  Co.,  Ashe- 
ville,  N.  C, 

We  always  sold  jewelry— in  fairly  in- 
telligent fashion  and  always  with  guar- 
antee that  we  stood  ready  to  make  good; 
but    one    can't    give    gifts    "subject    to 
guarantee."    A  gift  must  be  right  of  its 
class— its  bulk  cost  isn't  the  standard  of 
judging.     So  we  changed  our  tactics,  and 
we    installed    experts — ^known    country- 
wide—at  every  corner  of  the  business. 
In  a  couple  of  years  our  store  has  won 
a  splendid  clientele  who  know  that  the 
Gimbel   jewelry   store    stands    for   these 
things:     Vast   assortment  gathered  here 
and    abroad.    Trustworthy    goods;    sub- 
ject to  every  test— Exclusive  things— as 
particularly     fine     stones     and     ornate 
mountings.    Inexpensive     jewelry — gold, 
if  we  say  so;  and  many  Paris  oddities 
that  generally  are  not  gold.     We  have  a 
clientele  who  know,  that,  better  than  a 
guarantee  to  be  made  good,  the  jewelry 
we    sell    is     good— is     givahle.— Gimbel 
Bros.,  Philadelphia,  Pa. 

It  pays  best  to  offer  our  customers  the 
best  style,  finish  and  quality  of  jewelry 
of  all  kinds.  Our  new  spring  stocks  are 
well  selected  and  represent  the  latest  de- 
signs and  most  artistic  styles  for  the 
fastidious  purchasers  as  well  as  the  pop- 
ular styles  for  all.  We  call  your  atten- 
tion to  our  new  showing  of  diamond 
rings,  gold  and  gold  filled  watches,  wed- 
ding rings,  signet  rings  and  a  complete 
line  of  novelties  in  gold,  silver  and  cut 
glass.  Don't  fail  to  see  our  display.— 
LeBron  Jewelry   Co.,  Montgomery,  Ala, 

Gold  rings.  It  is  worth  while  in  buy- 
ing a  gold  ring  to  know  that  you  are 
getting  one  that  is  absolutely  depend- 
able. W.  L.  4"  Co.  solid  gold  shell  rings, 
which  we  have  sold  for  years,  are  fully 
warranted  for  five  years.  If  in  any  way 
one  proves  unsatisfactory  we  will  give 
you  a  new  ring  for  it.  Rings  for  babies, 
children,  women  and  men.  Some  set 
with  opals,  garnets,  amethysts,  sapphires, 
emeralds,  turquoise,  pearls  and  rhine- 
stones;  both  imitation  and  genuine  set- 
tings. There  are  also  signet  rings,  chas- 
ed rings  and  plain  rings.  Now  on  sale 
on  Grand  Aisle  Table  at  these  prices.— 
Hahne  ^  Co.,  Newark,  N.  J. 

You  will  notice  at  a  glance  that  our 
stock  is  above  the  ordinary,  common- 
place jewelry  found  in  most  stores.  In 
other  words  the  Williams'  jewelry  is  the 
kind  that  up-to-date  people  demand. 
Our  prices  are  right.— ^.  F.  Williams, 
Trenton,  N.  J. 


20 


JEWELRY    ADVERTISING 


JEWELRY    ADVERTISING 


21 


^ 

h 


Weddings.  Antiques  for  wedding 
gifts.  To  many  young  people  an  antique 
would  be  more  acceptable  than  anything 
new  as  a  gift.  For  several  years  we 
have  been  accumulating  what  is  now 
quite  an  interesting  collection  of  useful 
and  ornamental  pieces.  We  have  them 
in  metal,  wood  and  porcelain.  We  in- 
vite your  eocamination.  Take  elevator 
to  second  ^oor.—Waneless  ^  Co.,  To- 
ronto, Can, 

Between  now  and  June  the  blushing 
bride  and  sweet  girl  graduate  will  com- 
mand the  greatest  attention.  The  per- 
plexing problem  of  what  to  give  finds  an 
easy  solution  at  the  Hartdegen  store, 
where  worthy  qualities  in  diamonds, 
jewelry,  silverware,  cut  glass  and  art 
goods  are  assured,  where  the  assortment 
is  satisfying  and  where  prices  are  pleas- 
ing. Our  under-price  table  is  a  per- 
manent feature  and  provides  many  wor- 
thy and  suitable  gift  things  at  a  snug 
saving.  Many  people  are  paying  close 
attention  to  the  under-price  table.  It's 
in  the  rear.— Hartdegen,  Newark,  N.  J. 

Lucky  Swastika  jewelry.  Notice  how 
many  people  are  wearing  the  Swastika — 
that  curious  cross-eyed  symbol.  It's  a 
"sign  of  welfare,"  an  emblem  of  good 
luck,  as  old— well  some  say  it's  the  old- 
est symbol  in  the  world.  Get  a  Swastika. 
Brooches,  charms,  cuff  links,  belt  pins, 
scarf  pins,  waist  sets.— 06«rim  Bros,, 
Fresno,  Cal. 

Mourning  jewelry.  If  you  are  inter- 
ested in  mourning  or  jet  jewelry  we  in- 
vite you  to  call  and  see  our  summer 
stock  which  has  just  been  received.  It 
is  unsurpassed  in  point  of  variety  and 
value  at  the  prices  asked.  We  suggest, 
belt  buckles,  back  combs,  bead  neck- 
laces, bracelets,  new  design  barrettes. 
Ask  to  see  our  new  mourning  stationery 
and  visiting  cards.  Mail  orders  properly 
and  promptly  filled.— LeBron  Jewelry 
Co.,  Montgomery,  Ala, 

Dingwall  jewelry.  We  have  the  dis- 
tinction of  being  the  only  jewelry  house 
in  the  West  having  a  fully  equipped 
jewelry  factory  and  employing  a  com- 
plete staff  of  stone  setters,  ring  makers, 
jewelers,  engravers  and  repairers,  each 
of  these  being  a  sparate  branch.  It  is 
in  this  factory  that  "Dingwall"  dia- 
monds are  mounted.  "Dingwall"  jew- 
elry made,  engraving  and  repairing  done. 
We  would  deem  it  a  pleasure  to  show 
those  interested  in  the  art  of  jewelry 
making  through  our  workshops.— D.  R, 
Dingwall,  Ltd.,  Winnipeg,  Can, 

Store  full  of  wedding  gifts.  Have 
you  ever  thought  that  almost  every  ar- 
ticle we  sell  is  suitable  for  a  wedding 


gift  ?  Not  only  that  but  every  article 
you  buy  from  us  has  an  artistic  value 
far  beyond  the  actual  cost,  and  far  pre- 
ferable to  some  article  of  utility  only. 
It  is  a  matter  of  pride  with  us  that  a 
gift  is  frequently  more  highly  prized  be- 
cause it  came  from  our  establishment. 
A  lady  patron  described  our  store  as 
"The  Wedding-Gift  Store,"  and  we 
have  always  been  pleased  with  her  title 
for  us.—LeBron  Jewelry  Co.,  Mont- 
gomery, Ala, 

Many  men  make  a  hobby  of  their 
shaving  outfits.  To  such  persons  we 
offer  the  most  complete  line  of  razors, 
strops,  hones,  etc.,  ever  shown  in  this 
city.  We  have  a  fine  stock  of  American, 
English,  German  and  Swedish  razors. 
All  the  leading  styles  of  safety  razors, 
in  cases,  of  all  kinds  of  combinations. 
Shaving  brushes  from  20c  up  to  $1.50 
each.  Razor  strops  and  hones  in  twenty- 
five  or  thirty  styles,  in  prices  from  25c  to 
$2.00  each.— IF.  B,  Miller  ^  Son,  Spring- 
field, III, 

The  Seventh  Street  Store  is  showing  a 
particularly  attractive  line  of  new  goods 
this  spring,  and  we  are  especially  proud 
of  a  recent  purchase  of  hat  pins,  waist 
sets,  etc.  There  is  no  finer  assortment 
or  more  reasonably  priced  goods  in  this 
or  any  other  city.  The  difference  be- 
tween Market  street  rents  and  Seventh 
street  rents  is  easily  apparent  in  the 
price  mark  of  every  article.— IF.  L, 
Roberts,  Wilmington,  Del, 

Bead  bags  specially  priced.  Our  Mr. 
Belt-and-Bag  man  brought  these  from  a 
town  away  over  in  Germany  where  they 
have  been  making  bead-work  for  years 
and  years — they  have  a  statue  erected 
to  the  women  whose  skill  helped  to  make 
the  art  famous  there.  Because  we 
brought  them  across  the  seas  ourselves, 
we  can  offer  them  to-morrow  far  below 
value.— Strawbridge  ^  Clothier,  Phila- 
delphia, Pa, 

A  grand  collection  of  beautiful  gifts. 
Quality  is  the  great  leverage  in  every 
honest  comparison,  and  we  always  get 
the  credit  of  being  the  lowest  price  house 
in  our  line.  The  prices  are  irresistible, 
in  fact  they  spell  economy  in  its  truest 
form.  Call  and  see  for  yourself  at — 
Oainor's  Jewelry  Store,  Troy,  N.  Y. 

Our  superb  array  of  jewelry  and 
watches  makes  buying  easy.  Every- 
thing is  in  perfect  taste,  and  everjthing 
may  be  fully  relied  upon.  We  sell  you 
nothing  we  don't  know  all  about,  and 
we  tell  you  all  we  know  about  the  goods 
we  sell  you.  Prices  reasonable. — H.  O, 
Shupp,  Wilkesbarre,  Pa. 


JEWELRY 


J.'inuarv  diamond  sale.  If  vou  con- 
template  the  purchase  of  a  diamond  or 
fine  diamond  jewelry  in  necklaces,  pins, 
pendants,  rings,  studs,  scarf  pins,  etc., 
we  will  be  pleased  to  have  you  call  and 
look  over  our  large  stock  and  get  our 
discount  prices.  On  account  of  our  lo- 
cation and  small  expense  we  can  make 
prices  that  no  other  house  can.  Call  and 
be  convinced.— H.  P,  Legg  ^  Co.,  Minne- 
apolis, Minn. 

Cause  and  effect  have  to  be  carefully 
explored,  sifted  and  analyzed  in  all  mat- 
ters of  importance.  When  you  want  to 
buy  diamonds,  watches  and  silverware 
tliere  is  some  cause  for  the  want.  Some- 
thing you  are  cognizant  of  has  the  ef- 
fect of  your  acting  on  such  knowledge 
and  buying  of  us.  Our  fine  stock  is  a 
cause  and  our  low  prices  are  the  effect 
that  gives  us  your  patronage. — M.  J. 
Kennedy,  Schenectady,  N,  Y, 

Customers  of  our  jewelry  store  are 
protected  against  extravagant  prices  by 
our  early  purchases  of  gems  and  prec- 
ious stones  before  the  last  important 
advance  in  cost.  Unless  you  have  in- 
spected the  new  diamond  jewelrj'  now 
being  shown  here,  and  made  comparisons 
with  diamonds  of  equal  quality,  you  will 
not  be  able  to  appreciate  what  this  pro- 
tection in  price  fully  means.  Feel  free 
any  time  to  ask  us  to  show  you  the  un- 
mounted gems  shown  only  upon  request 
in  the  little  diamond  room. — The  John 
Wanamaker    Store,    Philadelphia,    Pa, 

Exquisite  designs  in  jewelry.  Gift 
seekers  will  find  in  our  stock  an  assort- 
ment equal  to  any  in  the  large  cities. 
It's  necessary  for  us  to  carry  a  large 
stock  to  meet  the  demands  of  our  cus- 
tomers. If  you  desire  jewelry  that's  dif- 
ferent, something  besides  commonplace 
designs,  come  here.  A  deposit  reserves 
anything  you  may  select.—^.  F.  Wil- 
liams, The  Jeweler,  Trenton,  N.  J, 

Rings.  Great  Christmas  stock.  Now 
and  always  rings  are  the  gifts  which 
women  like  perhaps  best  of  all.  Of 
course  there  is  a  great  stock  here,  for 
babies,  girls  and  boys  and  men  and 
women.  This  litle  list  can  no  more  than 
hint  at  the  variety.  Your  own  good 
judgment  when  you  see  the  rings  will 
show  you  what  are  the  values.  Signet 
rings  are  especially  popular  this  year, 
and  if  they  are  to  be  engraved,  they 
should  be  bought  now.— Frederick  Loe- 
ser  8[  Co.,  Brooklyn,  N,  Y, 

The  increased  demand  for  Knerr  en- 
gagement and  wedding  rings— «nd  the 
reason.  Everyone  wants  to  be  absolute- 
ly sure  of  their  store  when  purchasing 
these  articles.     It's  different  from  ordi- 


nary jewelry.  Bought  for  a  lifetime, 
they  must  and  should  be  right.  The  "J. 
H.  K."  trademark  goes  into  every  wed- 
ding ring  we  sell — it's  pure  gold— you 
buy  by  weight,  and  we  suggest  that  you 
notice  particularly  their  finish — every- 
thing is  the  best  that  high-class,  skilled 
workmanship  can  develop.  Solitaire 
diamonds  the  same  way— we're  just  as 
particular  about  the  ring's  finish  as  we 
are  of  the  stone's  purity  and  beauty — 
and  then  comes  the  price — this  is  given 
to  our  customers  at  the  smallest  margin 
of  profit.  People  know  this  and  they 
tell  others. — J.  Harry  Knerr,  Camden, 

Rings  are  the  most  commonly  sold 
pieces  of  jewelry,  yet  contrary  to 
thought  it  is  seldom  that  any  two  like 
rings  are  found— that  is  outside  of  this 
store.  This  gives  you  an  insight  into 
the  greatness  and  size  of  the  stock  with 
which  this  store  is  provided.  A 
ring  for  everj'  finger  is  our  claim 
and  we  honestly  believe  that  we 
could  sell  a  ring  to  every  one  in  this 
town  without  selling  dujilicates.  Ring 
this  fact  and  remember  it.  Thev  are  all 
gold  rings  and  range  up  from  50c. — 
John  C.  Pierik  ^  Co.,  Springfield,  III. 

Hat  pins.  An  assortment  that  chal- 
lenges the  showing  of  New  England's 
largest  jewelry  marts.  Gathered  here 
for  your  selection.  Gold  filled;  excep- 
tional quality,  $1.00  to  $2.50,  Easter 
hats  must  have  pins — as  an  Easter  gift, 
what  better  suggestion?— TAe  Philip 
H.  Stevens  Co.,  Hartford,  Conn. 

Gifts  for  Easter  have  become  popu- 
lar and  the  custom  is  growing.  These 
little  gifts  need  not  of  necessity  be  large 
or  expensive,  as  there  are  so  many  other 
gifts  to  be  made  during  the  year.  It  is, 
nevertheless,  decidedly  graceful  and  ap- 
propriate to  remember  one's  friends  on 
this,  one  of  the  most  joyous  festivals  of 
the  year.  If  flowers  are  appropriate, 
why  not  a  handsome  vase  to  put  them 
in  ?  We  have  some  very  dainty  and 
beautiful  vases  in  cut  glass,  Bohemian 
ware,  Austrian  ware  and  white  and  gold 
in  every  variety  and  shape.  They  are 
not  expensive  and  we  will  be  pleased  to 
show  them  to  you. — C.  H,  Case  ^  Co., 
Hartford,  Conn. 

W^e  are  now  showing  a  variety  of  the 
styles  now  fashionable.  They  are  in 
solid  gold,  and  there  are  many  different 
patterns  of  the  close  and  the  open  curb 
— in  both  Dickens  and  Albert  chains.— 
Johnston  Bros.,  Montreal,  Can, 

Wedding  rings  and  presents.  The 
quality  is  absolutely  the  finest  and  guar- 
anteed; initial  stamped  on  the  inside  of 
each  r\Tig.—E.  J.  Hyde  Jewelry  Co., 
Spokane,  Wash, 


JEWELRY 


9,9, 


JEWELRY    ADVERTISING 


JEWELRY    ADVERTISING 


23 


JEWELRY— CLOCKS 


JEWELRY— DIAMONDS,   PEARLS 


A   clock  that  runs  more  than  a  year 
without  winding.     It  is  a  clever  German 
idea,  this  clock  that  with  a  single  wind- 
ing   will    run    for    four    hundred    days. 
One  needs  to  be  careful  that  it  is  prop- 
erly set  up  to  begin  with,  but  after  that 
the  clock  will  do  its  duty  steadily  with- 
out   further    attention.    It    is    under    a 
glass  case,  so  that  the   verj'  interesting 
mechanism   may   be  open   to   view;   and 
almost  every  one  who  sees  it  wants  to 
own  one.— Fred.  Loeser  ^  Co.,  Brooklyn. 

Do  You  Need  a  Clock  ?— One  would 
make  a  "  timely  "  present  for  your  wife. 
We  believe  we  have  the  finest  line  you 
have  ever  looked  at. — Millard  F.  Davis, 
Wilmington,  Del. 

Clock  Prices  Cut  in  Half.— We  have 
gone  through  our  stock  of  wood  clocks 
in  our  first  floor  showroom  and  chipped 
a  big  piece  off  the  price  of  each.  We 
have  carefully  overhauled  them  and  re- 
polished  the  cases,  so  that  everj'  one  will 
be  a  satisfactory  purchase.  We  have 
no  space  in  our  cases  to  show  them — 
that  is  the  only  reason  we  have  for  cut- 
ting the  prices  in  two,  and  they  should 
quickly  find  new  homes  to  regulate.— 
Stewart,  Dawson  ^  Co.,  Sydney,  S.  S.  W. 

The  clocks  in  a  house  are  very  potent 
in  making  the  first  impression  when  one 
enters.  Think  of  this  when  you  go  call- 
ing again,  and  notice  the  clocks  in  the 
houses  you  enter.  You  will  be  surprised 
how  much  they  tell  of  the  character  of 
their  owners.  We  want  you  to  get  in- 
terested in  clocks.  They  are  very  at- 
tractive and  interesting  in  many  ways, 
both  useful  and  ornamental.  We  are 
clock  wise  and  can  tell  you  as  well  as 
show  you  all  about  them. — L.  B.  Moore, 
Denison,  Tex. 

We  don't  know  whether  all  clocks  are 
right  as  to  time,  but  we  do  know  that 
this  is  the  right  time  for  clocks  and  that 
our  clocks  keep  time  with  regularity  and 
accuracy.  We  have  our  own  importa- 
tion of  Swiss  made  clocks.— Eagle  Drug 
Co.,  San  Diego,  Cal. 

Wouldn't  a  cuckoo  clock  make  a  pret- 
ty and  useful  gift  for  a  June  bride  ? 
Odd  and  unique  out  of  the  ordinary; 
and  they  are  splendid  timekeepers,  too. 
— Feagans,  Joliet,  III. 

These  chilly  mornings  when  it  is  al- 
most impossible  to  arouse  yourself  from 
slumber's  tight  embrace,  you  should  en- 


joy the  comfort  of  being  awake  on 
time  by  using  one  of  our  alarm  clocks. — 
Albert  Pfeifer,  Little  Rock,  Ark. 

While  a  hall  clock  is  a  luxury  which 
anyone  can  do  without,  yet  we  do  not 
know  of  any  investment  in  furniture 
that  will  bring  more  satisfaction  than 
the  purchase  of  a  clock  of  this  kind.  It 
is  very  ornamental,  contributing  as  much 
or  more  to  the  furnishing  of  a  hall  as 
any  article  that  could  be  put  into  it.  It 
has  a  guaranteed  time  keeper  that  will 
last  a  hundred  years,  while  everj'  part 
is  as  well  made  as  though  it  cost  five 
times  as  much.  Our  price  is  .$40.00. — 
The  Vincent-Barstow  Co.,  Cleveland,  O. 

Grandfather    clocks.        Old-fashioned 
clocks  are  the  fad.    Modern  homes  are 
incomplete    without    grandfather    clocks. 
The  oldest  of  our  readers  will  remember 
the  massive  timepieces  that  marked   the 
fleeting     moments     of     childhood.     Such 
clocks  are  now  sought  for  as  a  necessary 
piece   of   furniture   in   fashionable   resi- 
dences.    We  have  secured  from  various 
manufacturers    the    finest    specimens   of 
grandfather  clocks  that  are  to  be   had. 
They  include  various  styles  and  finishes. 
Some  of  them  are  open  to  the  floor;  the 
lower   parts   of   others   are   utilized    for 
books    or    bric-a-brac.    The     works     in 
nearly  all  of  our  clocks  are  of  the  cele- 
brated   Seth    Thomas    make    or    of    the 
best    imported    makes.     The    frames    are 
substantial  and  lasting.     The  movements 
are   calculated   to   be    the  same   and    to 
wear  indefinitely.     These  clocks  are  fin- 
ished in  mahogany,  golden  oak,  flemish 
oak,  weathered  oak,  etc.    Some  are  built 
to  hang  on  the  wall;  others  are  designed 
to   stand   upon  the   floor.    The   illustra- 
tion  shows  one  of  the  many  styles   we 
have   secured.— Bar/c«r   Bros.,  Los   An- 
geles, Cal, 

Always  on  time  wins  respect.  It  has 
gained  a  reputation  for  our  watches 
and  clocks  that  we  feel  proud  of.  While 
we  consider  the  movement  the  most  im- 
portant part  of  a  watch  or  clock,  lieau' 
ty,  too,  should  be  considered.  Our  se- 
lection of  time  pieces  are  marvels  of  ar- 
tistic skill  in  design  and  finish.  They 
must  be  seen  to  be  appreciated.  If  in 
need  of  an  alarm  clock  get  one  of  our 
Tattoo  alarms  $1.50.  The  best  inter- 
mittent alarm  made. — Jos.  J.  Consedine, 
Lebanon,  Pa. 


Oriental  pearls.  A  large  and  beauti- 
ful collection  of  pearls  has  jiist  been  re- 
ceived from  our  eastern  buyer.  Pearl 
jewelry  is  fashionable  for  brides  and 
bridesmaids'  gifts.  We  suggest:  Ring 
No.  2038.— Five  fine  pearls  at  $40.00  as 
a  suitable  gift  of  the  groom  to  the  bride. 
Special  wedding  jewelry  made  to  order. 
— D.  R.  Dingwell,  Ltd.,   Winnipeg,  Can. 

Buy  a  flawless  diamond  of  the  first 
water  and  you  have  an  investment  whose 
value  can  never  depreciate  through  time 
or  circumstances.  You  are  perfectly 
safe  if  you  buy  diamonds  here.  We 
sell  only  perfect  gems — noted  for  their 
depth  and  brilliancy. — /.  Abramson,  Los 
Angeles,  Cal. 

Of  all  jewels  the  most  sought  after 
and  most  highly  prized  is  the  diamond. 
Our  resplendent  stock  of  jewelry  con- 
tains an  enticing  array  of  this  gem  of 
gems,  but  the  less  costly  pearls,  opals, 
garnets  and  amethysts  have  not  been 
slighted.  Fine  stones  in  the  finest  of 
settings  are  in  our  cases  for  your  ad- 
miration and  choosing.  Beautiful  pieces 
of  every  description  in  plain  gold  and 
silver.  We  make  a  specialty  of  fine 
time  pieces  for  pocket  or  shelf.  Elegant 
designs  in  all  sorts  of  solid  silverware, 
plated  ware  also.— LeBron  Jewelry  Co., 
Montgomery,  Ala. 

Diamonds  are  still  advancing  in  value. 
These  long  summer  days  are  good 
ones  for  buying  diamonds.  You  have 
the  best  possible  light  in  which  to  judge 
and  compare  them  and  plenty  of  time 
to  do  so.  We  have  a  very  large  stock 
of  them  on  hand,  most  of*  them  bought 
far  below  the  present  market  prices.  We 
have  in  some  of  the  newest,  most  up-to- 
date  mountings,  and  think  we  can  prove 
to  any  one  interested  that  now  is  the 
time  to  buy.— L.  B.  Moore,  Denison. 

Diamonds.  There  is  nothing  more  at- 
tractive in  society  than  beautiful  gems. 
Nothing  points  out  your  position  in  the 
world  more  than  the  wearing  of  dia- 
monds. If  you  are  anxious  to  get  in 
the  best  set,  why  just  come  in  and  choose 
your  own  setting,  we  have  diamond 
brooches,  rings,  pins,  diamond  set  watch 
cases,  etc.,  at  prices  that  place  them 
within  your  reach.— ^.  G.  Carter,  Win- 
nipeg, Can. 

To  gain  knowledge  requires  time,  add- 
ed   to    paUence.    You    gain    knowledge 


about  diamonds  and  high-class  watches 
by  coming  here  and  seeing  what  we  im- 
ported in  papers  of  loose  diamonds,  and 
how  very  high-class  our  fine  white  gems 
are,  and  how  reasonable  a  proposition 
we  can  give  you  to  secure  one.  Every- 
thing bought  from  us  is  sold  with  a 
strong  guarantee. — Hess  ^  Slager,  Jack- 
sonville, Fla. 

So  other  gem  can  compare  with  the 
diamond  in  beauty  and  luster.  Aside 
from  its  money  value,  it  adds  prestige 
and  refinement  to  the  owner.  We  handle 
a  complete  assortment  of  set  and  unset, 
clear-cut  stones  of  the  first  water.  No 
imitation  or  ordinary  stones  here.  Our 
prices  will  meet  with  your  approval. — 
/.  Abramson,  Los  Angeles,  Cal. 

Diamond  jewelry.  Rarely  beautiful 
pieces — rings,  pendants,  brooches,  etc., 
in  many  combinations.  Diamonds  with 
opals,  sapphires,  pearls,  and  emeralds. 
Many  of  our  costliest  pieces  are  set  in 
platinum,  instead  of  gold;  this  adds  to 
the  price,  but  the  former  metal  is  more 
lasting.  Our  stock  of  solitaires  is  un- 
usually attractive  just  now.  Several 
settings  to  choose  from.  We  also  make 
settings  to  your  order.  You  are  earn- 
estly requested  to  come  in  and  look  this 
line  over.— 3/.  A.  Hagen,  Fargo,  N.  D. 

Every  diamond  you  buy  at  our  estab- 
ment  strengthens  our  reputation  for  sell- 
ing the  highest  grade  diamonds  at  the 
lowest  minimum  of  profit.  Each  selec- 
tion made,  even  though  you  close  your 
eyes  while  selecting,  will  be  a  flawless 
diamond.  Every  unmounted  gem  in  our 
stock  has  not  only  been  critically  ex- 
amined  with  a  high  power  jeweler's 
microscope,  but  has  been  doubly  inspect- 
ed by  two  experts.  Therefore  our  cus- 
tomers are  in  every  way  protected  and 
our  reputation  for  selling  guaranteed 
perfect  blue  white  and  extra  white  dia- 
monds only  is  constantly  enhanced. — • 
Brock  ^  Feagans,  Los  Angeles,  Cal. 

Smooth  sailing  after  once  establishing 
yourself  as  to  the  proper  place  to  buy 
diamonds,  the  finest  imported.  We  find 
that  satisfied  customers  are  sending 
their  friends  to  our  stores  and  we  are 
making  customers  all  over  Florida.  On- 
ly the  finest  diamonds,  quality  the  best, 
prices  the  lowest.  Ninety  dollars  in  cash 
given  for  a  diamond  you  pay  us  one 
hundred  for.— Hess  ^  Slager,  Jackson- 
ville, Flo. 


1 


JEWELRY— CLOCKS 


JEWELRY— DIAMONDS,   PEARLS 


\ 


24 


JEWELRY    ADVERTISING 


JEWELRY    ADVERTISING 


25 


Give  a  diamond.  It  has  what  every 
present  should  have,  sentiment  and  in- 
trinsic value.  Never  grows  old;  more 
valuable  as  the  years  pass.  If  it  is 
bought  here  vou  are  sure  of  a  fine  stone 
at  the  lowest  prices  to  be  found  any- 
where. That's  the  Mitchell  reputation. 
Every  stone  backed  by  our  guarantee. — 
Mitchell's,  Philadelphia,  Pa. 

Diamonds.  We  believe  that  we  can 
convince  any  unprejudiced  person  that 
it  is  worth  their  while  to  purchase  their 
diamonds  here.  The  mounting  of  dia- 
monds is  an  important  matter,  and  we 
not  only  have  a  large  selection,  but  we 
mount  the  stones  in  any  wav  desired; 
thus  your  ring  or  pin  may  have  an  in- 
dividual character,  which  the  ordinary 
mountings  lack.  Our  prices  are  lower 
than  are  to  be  found  elsewhere  in  dia- 
monds of  fine  quality. — R.  J.  Riles  Co., 
Jacksonville,  Fla. 

Good  diamonds.  Even  after  every  one 
has  had  his  say  about  diamonds,  the 
quality  of  our  gems  still  remains  un- 
surpassed. For  purity,  brilliancy  and 
reasonableness  of  price  we  cannot  be 
outdistanced.  Personal  selection  from 
the  best  sources,  small  expense  and  no 
duty  account  for  our  splendid  values. 
Try  us  for  diamonds. — Wanless  4'  C*©., 
Toronto,  Can. 

We  call  the  attention  of  diamond  pur- 
chasers to  be  particular  to  quality  rather 
than  price.  Confidence  is  the  most  es- 
sential part  in  buying  diamonds.  Xo 
one  can  undersell  us,  provided  quality 
and  quantity  being  equal  to  that  guar- 
anteed bv  us.    Call  and  see  before  mak- 

» 

ing     your     purchases. — E.      O.     Zadek 
Jewelry  Co.,  Mobile,  Ala. 

Diamonds  retain  their  popularity 
among  polite  people.  In  our  collection 
we  have  some  that  are  absolutely  "gems," 
and  we  invite  your  inspection.  It  is 
really  a  treat  to  look  over  our  unset 
stones  and  when  you  are  shopping,  call 
and   examine    them. — Bonnet,   Columbus. 

A  mere  glance  at  a  good  diamond  is 
ample  to  indicate  its  quality.  This  can 
be  in  truth  applied  to  any  one  of  the 
stones  vou  mav  chance  to  examine  in  our 
large  collection,  all  laying  equal  claim 
to  your  admiring  exclamation:  "  Isn't 
it  a  gem  !"  Our  prices  are  the  lowest 
at  which  fine  stones  can  be  sold  for. — 
Cf.  F.  Ilutcheson,  Charlottestown,  Can. 

A  form  of  diamond  security.  Dia- 
monds  come  from  the  cutters  in  melange 
lots,  that  is  the  diamonds  differ  mater- 
ially in  quality  and  accuracy  of  cutting. 
The  dealer  must  know  how  to  classify 
the  diamonds,  or  some  of  his  customers 
will  pay    too    much    for    some    grades. 

JEWELRY— DIA 


Many  dealers  lack  the  skill  to  grade 
properly,  others  do  not  care.  We  guar- 
antee the  grading  of  our  diamonds,  and 
in  order  to  do  this  each  lot  is  subjected 
to  two  inspections,  one  by  the  head  of 
our  diamond  department,  the  other  by 
Mr.  Brodnax.  It  is  practically  impossi- 
ble that  any  error  should  get  by  both. 
This  is  but  one  of  many  ways  in  which 
we  safeguard  the  interests  of  buyers. — 
Geo.  T.  Brodnax,  Memphis,  Tenn, 

Particularly  at  this  time  of  the  year 
we  have  for  the  inspection  of  buyers 
and  visitors,  one  of  the  most  extensive 
stocks  of  choice  diamond  and  precious 
stone  jewelry  in  America,  artistically 
mounted  after  original  designs  belong- 
ing exclusively  to  this  house.  Persons 
who  have  no  thought  of  purchasing,  but 
are  interested  in  precious  stones,  and 
the  art  of  their  appropriate  setting  and 
treatment,  are  as  welcome  visitors  as 
those  who  come  with  purchases  in  view. 
— Henry  Birks  ^  Sons,  Montreal,  Can. 

When  we  give  you  our  word  regarding 
a  diamond,  you  can  positively  rely  on  it. 
As  experts  of  lifelong  experience  and  as 
extensive  dealers  in  these  gems,  we  are 
in  every  way  equipped  to  give  perfect 
satisfaction  in  quality,  style  and  cost. — 
Hansel,  Sloan  tj-  Co.,  Hartford,  Conn. 

Don't  be  fooled  by  jewelers  who  try 
to  sell  you  genuine  diamonds  at  high 
prices,  with  the  argument  that  they  are 
a  good  investment  and  that  you  can  al- 
ways realize  within  a  small  percentage 
of  their  cost.  How  many  have  tried 
this  experiment  only  to  discover,  when 
they  were  compelled  to  part  with  their 
jewels  for  cash,  that  $;20.00  was  all  they 
could  realize  on  a  diamond  that  cost 
$100.00.  If  vou  want  to  invest  vour 
money,  buy  government  bonds  or  some- 
thing equally  as  good.  If  you  want  dia- 
mond jewelry  for  ornament,  buy  Lucios 
gems,  they  have  all  the  luster,  color,  fire 
and  brilliancy  of  the  genuine  old-mine 
gems.  They  will  stand  every  test  of  the 
genuine,  and  will  preserve  their  bril- 
liancy forever.  We  guarantee  them  to 
do  so. — Lucios,  Toronto,  Can. 

Diamond  Purity. — In  the  selection  of 
a  diamond,  size  is  only  one  of  many 
considerations.  Purity  of  color  and 
freedom  from  flaws  are  very  important 
elements,  as  also  are  shape  and  style  of 
cutting.  The  most  important  feature, 
we  think,  in  buying  diamonds,  is  the 
source  you  procure  them  from.  We  buy 
direct  from  the  cutters  in  Amsterdam. 
This  enables  us  to  give  our  customers 
the  choicest  of  gems  without  having  to 
pay  the  fancy  prices. — R.  A.  Dickson  ^ 
Co.,  Montreal,  Can. 
MONDS.    PEARLS 


.Pearls  as  spherical  as  miniature  bil- 
liard balls.  A  pearl  unevenly  shaped — 
however  choice  otherwise — cannot  be  ad- 
mitted into  the  "select  company**  of 
Diamond  Hall's  ring  trays.  Ryrie 
Bros.'  pearls  are  perfect  in  color,  shape 
and  luster.  When  combined  with  dia- 
monds, each  gem  adds  to  the  other's 
he&uty.— Ryrie   Bros.,    Toronto,  Out. 

Read  what  an  authority  says — People 
cannot  understand  why  diamonds  do  not 
come  down  in  price.    Unless  some  new 
diamond   fields  are  discovered  they  will 
never  come  down,  and  I  think  that  pro- 
portionately they  will  go  as  much  higher 
in  the  next  ten  years  as  they  have  in 
the    last    ten    years.      The     reason     is 
this:     Ten  years   ago  it  took   less  than 
one-third  of  the  effort  to  produce  dia- 
monds that  it  does  to-day.  In  other  words 
the  strata  of  blue  ground  in  the  Kira- 
berley    Fields    that    were    then    worked 
were    so    prolific    that    diamonds    were 
found    practically    on    the    top    of    the 
earth.     After    the    very    prolific    strata 
were  worked  out  and  it   was   necessary 
to  go  down  a  little  deeper  into  the  earth 
diamonds    were   not   quite   so   plentiful, 
and  to-day  it  takes  at  least  three  times 
the  effort  to  produce  the  same  amount 
of  stones  it  did  ten  years  ago.    Pearls 
are  also  going  up  in  value  at  a   rapid 
T^it.— Stewart  Dawson  ^  Co.,  Sydney. 

Diamond  loveliness  is  a  uniquely  bril- 
liant and  valuable  form  of  beauty,  but 
one  from  which  impurities  detract  im- 
mensely. We  look  sharp  for  quality 
and  insist  on  purity  when  selecting  our 
gems.  A  large  and  choice  stock  of  dia- 
monds now  on  hand.— /o*n  M.  Frear, 
Bint/hamton,  lY.  Y. 


There  are  no  bargains  to  be  had  to- 
day   in    any    grade    of    diamonds— why, 
simply  because  their  value  is  advancing, 
not    decreasing.     Of    course,    there    are 
grades    and   qualities    in   diamonds— you 
can  buy  diamonds  at  different  prices  per 
karat— but,  high  or  low,  price  is  always 
based   on  quality  and  color.    Selling  as 
we  do  but  one  grade  of  diamonds,  the 
very  best,  you  wiU  find  that  our  prices 
are  fair  and  honest— lower  than  we  can 
ever  expect  to  replace  the  same  goods  in 
our  stock— lower,  we  assure  you— quality 
considered-than  you  can  buy  elsewhere. 
>\  e  mvite  the  most  critical  expert  criti- 
cism—as to  our  prices  and  the  high  grade 
quality  of  our  diamonds.    The  strongest 
written   guarantee  goes  with  every  dia- 
mond  we  sell— Montgomery  Bros.,  Los 
Angeles,  Cat. 

Anticipating  this  rise  in  the  cost,  we 
bought  largely  of  diamonds  early  this 
year  in  Amsterdam  and  London,  secur- 

JEWELRY— DIA 


ing  them  at  the  old  figures,  and  conse- 
quently there  will  be  no  change  in  prices 
here  this  season.  Only  the  highest 
grades  and  only  perfect  stones.— IFana- 
maker,  Philadelphia,  Pa. 

Diamonds  of  every  size  and  mounted 
in  every  style,  correctly  cut— to  suit 
every  purse.  Variety  in  everything  but 
quality.  Jaccard's  diamonds  are  ideal 
graduation  gifts.  However,  there  is  but 
one  price  to  everybody  for  every  article 
at  Jaccard's,  Kansas  City,  Mo. 

Among  the  recent  purchase  of  dia- 
monds on  display  at  the  De  Wolfe  store 
are  several  stones  that  are  as  rare  gems 
as  the  old  Liberty  Bell  is  a  rare  relic— 
The  DeWolfe  Store,  New  Bedford. 

In  buying  a  diamond,  the  first  thing 
to  decide  is,  do  you  want  a  cheap  stone 
(that  is  a  diamond  that  is  imperfect  or 
bad  color),  or  do  you  want  a  first  qual- 
ity stone  ?  A  stone  that  you  can  show 
with  pride  and  know  that  you  have  the 
best.  If  you  want  the  cheap  kind  I 
have  not  got  it;  if  you  want  the  best 
then  see  me.  I  have  handled  this  kind 
for  many  years  in  Marion,  and  will 
guarantee  that  I  can  sell  you  this  class 
of  diamonds  as  low  as  any  firm  in  the 
State.  I  give  back  your  money  less  ten 
per  cent,  any  time  within  a  year.— Phil 
Diets,  Marion,  Ind. 


Bringing  over  our  own  diamonds  un- 
mounted lets  us  start  with  the  lowest  pos- 
sible cost;  selling  them  without  extrav- 
agant profits  (which  is  always  the  rule 
of  this  house)  keeps  down  the  final  cost 
to  below  the  average.  The  mountings 
are  the  latest  and  are  done  by  the  most 
expert  workmen.  The  variety  in  rings, 
pins,  brooches,  necklets,  etc.,  is  now 
large.— Wanamaker,   Philadelphia,   Pa. 

It  is  possible  that  you  have  wanted  to 
buy  a  diamond  ring*  for  yourself  for  a 
long  time,  and  you've  put  it  off  just 
because  the  ring  you  wanted  entailed  too 
big  an  outlay.  If  that  is  so,  or  if  for 
any  other  reason  you  are  interested  in 
diamond  rings  just  now,  we  urge  you  to 
come  in  and  examine  our  collection. — 
Bloomingdales,  New  York,  N.  Y. 

Americans  are  the  greatest  diamond 
purchasers  in  the  world.  They  insist 
upon  quality.  Naturally,  therefore,  their 
love  for  the  precious  gem  leads  them  to 
closely  study  the  stone,  until  to-day 
they  hold  the  prestige  as  the  world's 
greatest  diamond  connoisseurs.  Their 
invariable  decision  in  according  first 
place  to  a  Birk's  diamond  is  an  assur- 
ance of  the  utmost  importance  to  Cana- 
dian diamond  purchasers.— Henry  Birks 
^  Sons,  Montreal,  Can, 
MONDS,    PEARLS 


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JEWELRY    ADVERTISING 


JEWELRY    ADVERTISING 


27 


Diamonds  of  unquestionable  quality, 
mounted  in  the  newest  settings,  consti- 
tute a  special  feature  of  our  large  stock 
of  fine  jewelry.— Berry  Sj;  Whitmore  Co., 
Washington,  D.  C, 

We  do  not  intend  to  lose  money  in 
closing  out  our  stock.  Although  we 
may  lose  a  little  before  we  get  through, 
our  plan  is  to  sell  the  goods  for  just 
what  they  cost  us,  without  any  attempt 
to  make  profit  or  loss,  so  that  when  our 
doors  close  for  the  last  time  we  can  say, 
**We  are  even.'*  Have  you  noticed  the 
way  diamonds  are  going  ? — Lissner  ^ 
Co.f  Los  Angeles,  Cal, 

Diamond  experts  send  their  friends 
who  want  to  buy  diamonds  to  us.  They 
know  that  good  stones  cannot  be  bought 
anywhere  in  America  as  advantageously 
as  here.  We  are  satisfied  with  moderate 
profits  and  are  not  compelled  to  tack  on 
an  extravagant  percentage  to  pay  big 
rents  and  store  expenses.— Mitchell's, 
Philadelphia,  Pa. 

It  is  conceded  by  our  ablest  financiers 
that  there  is  no  better  or  safer  invest- 
ment for  money  than  in  diamonds.  In 
the  past  eight  years  diamonds  have  in- 
creased in  value  more  than  eighty  per 
cent.,  and  the  movement  is  ever  upward. 
Experts  claim  the  present  year  will  see 
an  advance  of  twenty  per  cent.  No 
other  investment  that  takes  on  no  shadow 
of  risk  offers  such  inducements.  In  com- 
parison with  deposits  in  savings  banks, 
the  advantage  is  many  fold,  for  not  only 
is  the  return  much  greater,  but  the  prop- 
erty remaining  in  your  own  possession, 
renders  the  security  absolute,  and  con- 
vertible into  cash  at  a  moment's  notice. 
— The  Rushmer  Jewelry  Co.,  Pueblo. 

Your  husband's  dividends  are  to  be 
paid  this  week,  and  he'll  be  looking  for 
an  investment,  likely.  Now,  why  not 
suggest  the  purchase  of  diamonds  ? 
They  increase  in  value  at  the  rate  of  10 
per  cent,  a  year,  have  done  so  for  ten 
years  and  will  do  it  for  another  ten 
years.  We  are  prepared  to  demonstrate 
the  fact  to  him  or  to  you.  Incidentally 
you  will  doubtless  get  the  benefit  of  the 
wearing  of  them.  Just  now  we  are  sell- 
ing our  last  year's  purchases  still  at  last 
year's  prices.  Why  not  drop  in  and 
see  ?  Our  private  diamond  room  in- 
sures quiet  and  privacy .—C.  L.  Byrd  4: 
Co.,  Memphis,   Tenn. 

When  you  buy  a  diamond  you  must  be 
sure  and  get  it  from  a  dealer  you  can 
rely  on.  When  you  buy  a  diamond  you 
must  have  quality  first,  price  second. 
When  you  buy  a  diamond  at  Howell 
Bros,  you  are  sure  the  quality  and  price 
are  both  right.— Howell  Bros.,  Windsor. 

JEWELRY— DIA 


A  pure  white  diamond  when  bought 
at  the  right  price  is  one  of  the  safest 
investments  for  your  money  you  can 
find.  We  have  nothing  but  first  class 
stones.  We  buy  cheaper  than  the  ordi- 
nary dealer  and  are  enabled  to  offer 
you  far  better  values  than  is  possible 
elsewhere.  Think  it  over.  —  O'Maley, 
Denison,  Texas. 

Buying  gems  is  a  matter  of  confi- 
dence. Most  people  cannot  accurately 
determine  for  themselves  the  value  of 
precious  stones.  It  is  important  to 
know  the  store  you  buy  from— what  their 
guarantee  means.  To-day  some  sugges- 
tions of  diamonds  and  pearls.— I^ana- 
maker's,  Philadelphia,  Pa, 

Our  Diamond  Jewelry  is  always  full 
of  interest,  and  beautifully  illustrative 
of  what  Diamond  supremacy  means.  The 
high  qualities,  exceptional  designs  and 
reasonable  prices,  as  well  as  our  vast 
assortment,  have  contributed  much  in 
making  this  store  so  attractive  to  lovers 
of  fine  Diamond  Jewelry.— 5.  ^  U.  B. 
Kent,  Toronto,  Can, 

Buy  a  diamond  with  your  savings.  It 
will  beat  real  estate.  Diamonds  have 
advanced  65  per  cent,  in  the  last  two 
years,  and  are  still  going  up.  We  have 
some  inside  information  about  diamonds, 
as  well  as  a  very  large  stock  of  the 
real  thing.  Come  and  let  us  show  and 
tell  you  all  about  it— L.  B.  Moore,  Den- 
ison, Texas. 

Our  expert  diamond  setter  has  had  20 
years'  experience  in  mounting  stones.  This 
experience  has  been  gained  in  the  best 
shops  of  the  country.  You  may  believe 
that  a  man  doing  that  kind  of  work 
and  doing  it  for  this  period  has  gained 
deftness  and  skill  that  few  workmen  can 
have.  Further,  he  has  all  the  latest  im- 
proved diamond  setting  tools  to  work 
with.  All  diamonds  need  resetting  at 
intervals,  and  new  work,  of  course,  must 
be  rightly  done.  Those  who  require  dia- 
mond setting  will  understand,  we  think, 
the  necessity  of  bringing  such  work  to 
us. — Brodnax,  Memphis,  Tenn. 

One  often  hears  that  certain  colored 
precious  stones  are  in  vogue,  and  that 
in  consequence  of  the  demand,  and  also 
of  the  limited  supply,  the  price  is  rapidly 
advanced.  That  is  especially  true  of  the 
emerald  and  ruby.  But  that  advance 
affects  very  few  people.  The  average 
buyer,  here  or  elsewhere,  of  precious 
stones,  prefers  a  diamond  to  any  and 
all  others.  We  certainly  sell  fifty  dia- 
monds to  one  colored  stone.  Diamonds 
have  advanced,  and  are  still  on  the  rise, 
but  it  does  not  seem  to  affect  the  dC' 
mamV—Hight  Sc  Fairfield  Co.,  Butte. 
MONDS,    PEARLS 


Securing  our  diamonds  at  first  hands 
in  the  diamond  markets  of  Europe,  com- 
ing personally  in  contact  with  the  lead- 
ers of  the  De  Beers  syndicate,  we  natur- 
ally know  pretty  exactly  the  condition  of 
the  diamond  business  and  can  give  ex- 
pert advice  if  you  care  to  have  it.  For 
this  reason  we  said  publicly  a  week  or  so 
ago:  Put  your  Christmas  money  in  dia- 
monds, because  they  are  a  wise  invest- 
ment ;  buy  diamonds  at  this  store  because 
with  our  inside  knowledge  of  the  com- 
ing advances  in  cost  we  laid  in  a  sup- 
ply of  diamonds  not  yet  charged  with 
recent  advances.  This  expert  opinion  we 
now  repeat.  It  is  backed  up  by  the  dia- 
mond experts  of  the  world,  who  predict 
a  steady  rise  in  the  cost  of  diamonds 
for  some  years  to  come — simply  because 
the  supply  is  constantly  falling  short  of 
the  demand. — Wanamaker,  Philadelphia, 

The  diamond  is  a  gem;  a  gem  diamond 
is  an  extraordinarily  fine  one. 

To  attain  this  degree  of  perfection  the 
diamond  must  not  only  be  of  pure  qual- 
ity, but  perfectly  cut 

We  sell  only  "gem  diamonds."  No 
matter  what  price  you  pay  us  for  a 
stone,  be  it  big  or  little,  the  quality 
must  be  of  the  same  high  grade. 

The  difference  in  the  size  of  the  stones 
alone  makes  the  difference  in  price. — 
Henry  Birks  ^  Sons,  Montreal,  Can, 

Diamonds  don't  cost  as  much  as  many 
persons  think.  Nearly  everyone  can 
afford  to  wear  a  diamond  because  they 
are  really  good  investments  when  pur- 
chased by  the  "  Jaccard  Way."  Stop  at 
The   Diamond   Shop   and  see  how   little 


for  nearly  fifty  years.  We  know  dia- 
mond values,  and  through  the  facilities 
our  long  experience  has  made  we  are 
able  to  undersell  any  other  house  in  the 
State.  Comparison  proves  this.  Here  is 
one  of  the  largest  collections  of  diamonds 
and  other  precious  stones  in  the  coun- 
try, both  in  the  loose  gems  and  in  the 
latest  art  designs  of  settings.  Every 
diamond  thoroughly  guaranteed  pure  in 
color  and  perfect  in  cutting— with  a 
price-saving  of  fully  25  per  cent— F. 
Bolshoven  ^  Co.,  Detroit,  Mich. 

Bright  and  sparkling  gems  are  always 
a  pleasure  to  look  at.  Nothing  adds  to 
one's  dress  so  much  as  a  fine  diamond, 
ruby,  emerald  or  precious  stone  of  any 
kind.Sommer  ^  Pierik,  Springfield,  111, 

Diamond  rings  for  autumn. — Engage- 
ments are  as  acceptable  to  the  fair  sex 
then  as  at  any  other  time.  Cupid  has 
all  seasons  for  his  own.  That  is  why  we 
keep  always  in  stock  a  nice  selection  of 
engagement  rings.  If  you  are  interested, 
come  and  see  what  we  can  do  for  you. 
—P.  H.  Lochicotte  ^  Co.,  Columbia,  S.  C, 

Though  there's  a  five  per  cent  advance 
on  the  rough  stones,  you  won't  have  to 
pay  any  more  for  diamonds  at  Bloom- 
ingdale's  than  before  this  rise,  as  we 
bought  in  large  quantities  early  in  the 
year,  thus  getting  the  old  figures— and 
according  to  our  established  policy,  sell- 
ing exactly  as  we  buy,  we  are  giving 
our  patrons  the  full  benefit  of  our  fore- 
sightedness.—B /oomin^da/e'5,  New  York, 

All  you  hear  to  the  effect  that  prices 
of  diamonds  are  going  up  and  will  stay 
up  is  perfectly  true.     If  we  did   busi- 


ZZ,V:^^.  l''7J.J'^:?rt:  '  --  -'"^  ordinary  way  we  could  offer 


Jaccard  Jewelry  Co.,  Kansas  City,  Mo, 
It's  a  "  gem  of  purest  ray  serene  "  if 
you  have  been  thoughtful  enough  to  J)ur- 
chase  it  at  Shaw's.— M.  IF.  Shaw,  Gal- 
veston, Tex. 

Brodnax  Diamond  Plans.  Any  demand 
diamond  bought  of  us  will  be  bought 
back  at  any  time  within  a  year  at  full 
purchase  price  less  10  per  cent  You  can 
buy  and  wear  a  good  sized  diamond  for 
a  year  and  then  return  it,  if  desired;  the 
pleasure  and  benefit  of  wearing  it  for 
the  year  costing  you  but  a  few  cents  a 
week.  We  have  a  cumulative  purchase 
plan,  whereby  any  one  can  invest  his 
savings  in  a  diamond,  get  as  large  a  one 
as  he  wishes  and  have  a  diamond  to  wear 
from  the  first  day.  Call  or  wVite  for  our 
diamond  hook.— Oeo.  T.  Brodnax,  Mem- 
phis, Tenn. 

The  glory  of  diamonds.— The  glory  of 
the  diamond  never  pales,  its  iridescent 
fire  never  dies,  its  lovely  radiance  is  per- 
petual.   We  have  been  selling  diamonds 


JEWELRY— DIAMONDS,   PEARLS 


few  inducements  to  diamond  buyers.  As 
it  is,  we  purchased  gems  in  Amsterdam 
long  before  the  recent  advances  in  price, 
and  imported  them  direct,  so  that  you 
pay  no  middlemen's  profits  in  our  store. 
That  is  why  we  offer  diamonds  at  prices 
below  those  quoted  by  other  reliable 
jewelry  houses.  Every  purchase  is  a 
good  investment. — Lambert  Bros.,  yew 
York,  N.  Y, 

You  run  no  chances  of  getting  any- 
thing but  the  best  quality  diamonds 
here.  We  have  but  one  quality,  and 
there's  no  better  mined.  We  welcome 
comparison.— J5://t*,  Hamilton,  Ont. 

Diamond  rings  for  the  betrothed — en- 
gagements are  as  acceptable  for  the 
fair  sex  now  as  at  any  other  time.  Cu- 
pid has  all  seasons  for  his  own!  That  is 
why  we  keep  always  in  stock  a  nice  se- 
lection of  engagement  rings. 

If  you  are  interested  come  and  see 
what  we  can  do  for  you.—/.  T,  Allen, 
^  Co.,  Richmond,  Va, 


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29 


I 


A  mere  glance  at  a  good  diamond  is 
ample  as  indicating  its  quaUty.  Tlus 
can' be  in  truth  applied  to  any  one  of 
the  stones  which  you  may  chance  to  ex 
amine  out  of  our  immense  coUecUon. 
Ter"    solitary  stone  not  falling  one  .Ota 

<hort  of  deserving  the  appellation—  » 
^em"  And  equally  emphatic  will  even 
those  of  moderate  cost  prove.-B.  ^  M. 
B.  Kent,  Toronto,  Can. 

Kich,  rare  gems  on  credit  terms  _  Prog- 
ress  is    a   sign   of   success.     Weve   in- 
called   on   an   elaborate    princely    scate 
the    rarest    collection    of    genuine    jew- 
e^rv  ever  offered  outside  of  a  sp«'«"y 
house.    No  man  or  woman  can  aff"-?  ""t 
to  wear  the  costliest  gems  on  the  basis 
we  sell.     No  bank  on  earth  offers  you 
as  much  as  Hecht's  part-payment  pmi- 
leges    in    diamond    buying,     "iour    pur 
ch'ases  never   lessen  in  value-diamonds 
especiallv  will  steadily  improve  with  each 
^cceeding  year.    One  f  the  ^st^ui^or- 
ities  in  the  history  of  Maiden  Lane  is 
our  jewelry  buyer  and  expert.    AN  e  sen 
nothing     that     we     can't     guarantee.- 
llechVs,  yew  York. 

Are  you  in  love?  If  you  are  you  may 
need  an  engagement  ring  l«ter  on  Bet- 
ter get  one  now.  You'll  save  $11  if  >«" 
do.  Nothing  could  give  any  woman  ^ 
heart  more  pleasure  than  a  g-n"'"^J»^; 
mond  ring.  And  a  genume  diamond^s 
the  only  kind  of  engagement  rmg  >ou 
should  bestow  upon  her  you  know.  Th  s 
is  the  greatest  diamond  bargam  you  ha%e 
ever  been  offered.-/*aac*,  Pittsburg,  Pa. 


Better  diamond  values.-Diamond  su- 
premacy means  much  to  our  patrons  «ndl 
likewise  considerable  to  us.  It  not  onlj 
enables  the  selling  of  better  grades  a 
„,inimum  prices,  but  gives.  "^  control 
of  a  large  and  growing  busmess.-fi.  « 
H.  Kent,  Toronto,  Can. 

September  Sapphires.-The  engagement 
Ting  will  be  more  acceptable  if  it  bears 
the  name  of  "  Birks.''-H.nry  B^rks  ^ 
Sons,  Montreal,  Can.  ,,  .     n 

Come!    See    how    they    sparkle V-D« 
Mor^ Diamond  Palace,  St.  Paul,  Mmn. 
Every  diamond  good.    Throughout  the 

enHre  part  of  any  single  jeweled  des,^ 
taken  from  our  stock  you  will  find  bu 

the  one  high  quality  prevails.     It  is  ttns 
universal  regard  for  diamond  V-jfJ^^^ 
has  helped  to  build  the  enviable  reputa 
tion  we  enjoy  to-day  in  the  celling  of  d^a- 
monds.-B.  ^-  H.  B.  Kent,  Toronto,  Can 
Diamonds,  as  you  all  know,  have  soared 
in   price   until   they   are   now   well   nigh 
prohibitive.     We  have  -/ery   extensive 
line  of  these  sparklers,  all  perfect  gems 
Zch  were  bought  right,  and  our  price 


is  right,  but  during  this  sale,  this  money- 
raising  clearance  sale,  we  shall  offer  our 
diamond  stock  at  fully  as  low  prices  as 
we  can  buy  them  at  the  importers.— 
The  De  Wolf  8tor«,  New  Bedford. 

Bridal    gems.-There    is    a    brilliancy 
which  attracts  the  eye  for  a  moment- 
both  in  people  and  in  gems.     There  is 
brilliant  quantity,  which  has  also  depth 
and  genuine  worth !    Our  diamonds,  suit- 
able for  bridal  gifts,  or  for  your  personal 
use,  possess  the  brilliancy  which  attracts 
and  intrinsic  worth  of  unvarying  value. 
A    good    investment— a   pleasing   gm-- 
J,  T.  Allen  ^  Co.,  Jewelers,  Richmond. 
Great  sale  of  exquisite  diamond  jew- 
elry.    This  special  sale  offers  the  great- 
est chances  ever  known  for  extraordmaiy 
value   getting   in   fine   diamond   jewelry. 
Prices  are  40  per  cent,  below  market  val- 
ues, and  this  in  spite  of  the  continued 
advance  in  the  cost  of  precious  stones. 
Only   room  here   for   a   few  quotations, 
as  the  stock  includes  brooches,  pendants, 
earrings,     scarfpins,     lockets,     rmg^-"' 
fact,  everything  conceivable  in  diamond 
^ev,'e\ry.—Bloomingdale's,  New  York. 

Three  pearls.  The  pleasure  of  owning 
a  beautiful  ring  is  scarcely  greater  than 
the  pleasure  of  giving  one.  We  have 
three  pearls  in  a  Uk.  hoop  ring;  they 
are  perfectly  round  and  of  that  exquis- 
ite  luster  which  gives  a  pearl  its  value. 
The  price  is  $40.— O.  B.  Knight  ^  Co., 
Winnipeg,  Can. 

Diamonds  and  diamonds.     Like  many 
other  things,  diamonds  are  good,  bad  and 
indifferent.    Everyone  wants  a  good  dia- 
mond and  wishes  to  be  positive  that  he 
has  a  good  one.    Our  stock  of  diamonds 
represents  the  best.     We  have  stood  for 
and   maintained   quality    for   sixty-seven 
years  in  Toronto,  and  we  stand  for  it 
to-day.    A  Wanless  diamond  has  charac- 
ter, and   that   is   what   you   want.   Close 
buying  on   our   part,  personal   selection 
and  the  fact  that  diamonds  enter  Canada 
free  of  duty— these,  with  our  assurance 
of  good  quality,  should  be  strong  argu- 
ments why  you  ought  to  consult  us  for 
diamonds.-Wanless  ^  Co.,  Toronto, 

The  bride  who  receives  a  check  as  a 
gift  will  naturally  seek  to  invest  it  to 
the   best    advantage.      We    suggest   dia- 
monds—because they  never  decrease   in 
value,   but  on   the  other  hand  pay    far 
larger  interest  than  the  greater  majority 
of  investments.     "  Ryrie  "  diamonds  are 
carefully   selected    from   the    cutters   in 
Amsterdam,  and  are  admitted  into  Can- 
ada duty    free.     And   then  we   are  the 
largest    importers    of    gems   in    Canada, 
which  means  a  distinct  saving  to  you.— 
Ryrie  Bros.,  Toronto,  Can. 


JEWELRY— REPAIRING 


An  engineer  on  a  locomotive  oils  his 
engine  a  number  of  times  every  day, 
and  the  engine  rests  half  of  every  day. 
Your  watch  runs  days  and  night,  con- 
tinuously, but  when  did  you  have  it  oiled? 
Are  the  delicate  pivots  grinding  away 
on  dry  jewels,  to  their  destruction?  Are 
watches  so  cheap  that  you  can  afford 
to  have  yours  lose  all  its  good  time 
keeping  virtues  by  neglect?  Bring  your 
watch  to  me,  before  the  injury  goes  fur- 
ther. There  may  be  excuse  for  its  poor 
performance  of  late.  I  will  examine  it, 
and  congratulate  you  if  it  needs  no 
attention;  and  if  it  does,  you  shall  pay 
for  no  more  than  is  necessary  to  restore 
it  to  perfect  health. — DeWolf,  New  Bed- 
ford, Mass. 

Don't  you  go  to  a  competent  physician, 
in  whom  you  have  confidence,  when  you 
have  an  ailment  and  expect  relief?  Isn't 
it  just  as  essential,  in  a  smaller  way,  to 
know  who  is  the  best  jeweler,  the  most 
competent  watch-physician?  We  give 
especial  care  to  our  repair  department — 
remount  diamonds  and  other  precious 
stones  with  skillful  exactness.  All  our 
repair  work  is  at  lowest  possible  cost 
consistent  with  excellent  workmanship.— 
R.  Ashby,  Colorado  Springs,  Col. 

Jewelry  repairing  is  an  important 
branch  of  our  business — we  give  careful, 
painstaking  attention  to  it.  We  give  espe- 
cial attention  to  repairing  fine  watches 
— ^the  kind  that  need  extra  careful  ad- 
justment We  try  to  have  our  work 
give  satisfaction — such  as  will  win  your 
confidence  if  you  leave  your  repairing 
with  us.  We  want  you  to  be  satisfied 
first,  last,  and  all  the  time. — Lumsden, 
Richmond,  Va. 

Genuine  jewelry  can  be  purchased  here 
cheaper  than  elsewhere.  This  implies 
everything  that  good  taste  and  good  buy- 
ing can  possibly  suggest.  Suppose  your 
watch  is  out  of  order.    Just  let's  look  at 


it.  It  certainly  will  be  in  better  shape 
when  returned;  and  if  it  isn't  you  know 
our  reputation  for  making  good. — Jud  S. 
Newing,  Binghamton,  N.  Y. 

Refurnishing  sale  of  silver-plated 
wares.  Housekeepers  who  are  going  over 
the  supplies  for  summer  cottages  will  be 
glad  of  the  opportunity  to  secure  these 
artistic  wares  so  much  below  their  orig- 
inal cost.  Many  careful  people  do  not 
take  their  solid  silver  to  the  country, 
and  there  is  little  reason  for  doing  so, 
when  plated  wares  are  so  handsome,  and 
their  cost  so  small  as  now.  The  variety 
of  pieces  and  designs  is  quite  large. 
The  prices  are  a  quarter  to  a  third 
below  the  real  values  of  the  wares.  When 
jour  silverware  needs  repairing  our  fa- 
cilities are  at  your  service. — John  Wana- 
maker,  New   York. 

Expert  watch  and  jewelry  repairing. — 
If  your  watch  or  clock  needs  doctoring 
up,  bring  it  to  the  Silverware  and  Jew- 
elry Store,  and  we  will  put  it  in  fine 
running  order.  If  it's  the  clock,  we'll 
send  for  it,  repair  and  return  it  without 
inconvenience  to  you.  We  do  fine  jew- 
elry repairing  as  well  and  do  it  right  here 
in  the  store.  When  you  bring  us  a  fine 
stone  to  be  reset,  you  run  no  risk  of  its 
being  sent  outside  to  be  mounted.  It 
doesn't  leave  our  hands — a  point  to  be 
remembered. — Sibley,  Lindsay  ^  Curr 
Co.,  Rochester,  N.  Y, 

See  that  your  jewelry  is  in  good  re- 
pair. It's  a  good  time  to  look  over  that 
necklace  or  brooch.  There  may  be  a 
jewel  that  needs  tightening.  Perhaps 
you  would  like  that  diamond  reset— you'll 
M-ant  it  displayed  attractively  at  the  Gov- 
ernor's Ball.  We  make  a  specialty  of 
reconstructing  and  cleaning  jewelry,  dia- 
monds, etc.  We'll  not  over-charge  you, 
either.— P*t7ip  H,  Stevens,  Jeweler,  Hart' 
ford,  Conn. 


JEWELRY— REPAIRING 


JEWELRY— DIAMONDS,  PEARLS 


ll 


ii 


ji 


30 


JEWELRY    ADVERTISING 


JEWELRY— SILVERWARE 


n 


Mr.  Gadd — "  The  Poormans  celebrated  their  silver  wed- 
ding last  night.** 

Mrs.  Gadd — "  Oh!  no;  I  saw  all  the  presents" 

Mr.  Gadd—*'What  do  you  mean?  " 

Mrs.  Gadd — '*  It  seems  to  have  been  a  silver-plated  wed- 
ding.**— Philadelphia  Press, 


Still  selling  silverware.  Indeed  we*re 
selling  silverware.  More  of  it  going  out 
this  month  than  ever  went  out  during 
the  same  period  before.  The  silverware 
will  stand  the  test  of  time  and  wear, 
because  it  is  the  best  quality  plate  made. 
The  maker  says  so,  and  we  back  it  up 
with  our  "money  back  guarantee." — T, 
Eaton  Co.,  Toronto,  Can. 

All  eyes  will  be  on  silver  now!  The 
usual  yearly  sale  begins  to-morrow. 
Prices  a  half  to  a  fourth  less  than  value. 
Engraving  done  free  by  an  expert.  It 
is  silver  week,  and  a  most  important 
sale,  and  silver  is  streaming  through  the 
main  aisle.  It  is  good  silver — every 
piece.  Our  guarantee  is  back  of  it  just 
as  surely  as  though  you  were  going  to 
pay  full  prices.  About  every  useful  ar- 
ticle in  silver  is  to  be  had — for  the 
table  and  boudoir.  All  the  new  finishes 
are  included;  the  patterns  are  simple, 
dignified  and  chaste. — Hochschild,  Kohn 
4*  Co.,  Baltimore,  Md. 

Remarkable  savings  in  choice  silver- 
ware. The  beauty  and  character  of  the 
silverware  which  opens  up  the  sale  here 
to-morrow  are  its  own  eloquence.  There 
is  but  one  way  in  which  to  explain  these 
astonishingly  low  prices,  and  that  is,  our 
ability  to  control  surplus  stocks  direct 
from  the  manufacturers.  The  sum  of 
silverware  sold  here  from  season  to  sea- 
son runs  way  up  in  the  thousands,  and 
manufacturers  recognize  our  ability  as 
a  door  wide  open  for  their  wares,  and  in 
the  distribution  of  stock  favors  we  al- 
ways get  our  share. — A.  D.  Matthews' 
Sons,  Brooklyn,  N.  Y. 

Economy  sale  of  silverware.  A  sale 
that  gives  you  beauty  of  design  with 
utility,  and  at  prices  so  low  as  to  al- 
most question  quality.  But  the  quality 
is  here  for  expert  criticism.  A  sale 
that  marks  our  ability  to  stand  first  in 
the  ranks  of  worthy  silver. — A.  D.  Mat- 
thews*  Sons,  Brooklyn,  N.  Y. 

Handsome  table  silver  is  the  delight 
of  the  hospitable  housekeeper  when  she 

JEWELRY— SI 


sees  it  decorating  her  hospitable  table, 
or  ornamenting  her  buffet  and  lending  a 
tone  to  her  dining-room.  Our  stock  of 
silver  is  artistic,  produced  by  the  most 
talented  designers,  with  every  piece  a 
gem  of  the  silversmith's  art. — Arthur  M. 
Field  Co.,  Asheville,  N.  C. 

The  silver^iare  sale.  Our  Cross  aisle  is 
brilliant  with  the  beautiful  wares  marked 
at  little  prices  to-day.  And  it  is  not  a 
tawdry  glitter. — Wanamaker's,  New 
York. 

Going-away  time  suggests  nice  plated 
ware.  Most  women  couldn't  sleep  nights 
in  a  summer  cottage  in  the  country,  on 
the  mountains,  or  by  the  sea,  with  their 
fine  silverware  (largely  wedding  gifts, 
with  all  their  train  of  recollections),  in 
the  house.  Solve  the  problem  by  getting 
a  supply  of  1847  Rogers  Bros.'  Al  sil- 
verware. Nor  is  this  as  "cheap"  as  it 
is  inexpensive.  As  a  matter  of  fact, 
the  1847  goods  are  of  the  heirloom  kind. 
You  will  find  them  after  a  lifetime  of 
ordinary  care  worthy  of  being  mentioned 
in  your  will  and  handed  down  to  your 
children. — C.  L.  Byrd  ^  Co.,  Memphis. 

Let  the  wedding  gift  be  enduring,  as 
it  carries  your  heartiest  wishes  for  home 
joys.  It  need  not  be  expensive  to  be  serv- 
iceable and  in  good  taste.  You  will  de- 
rive much  pleasure  from  a  visit  to  our 
silver  room.  Our  display  of  china,  cut 
glass  and  sterling  silver  is  beautiful.  We 
can  offer  many  helpful  suggestions. — 
The  Webb  C.  Ball  Co.,  Cleveland,  Ohio. 

This  department  has  been  very  much 
enlarged  and  improved — the  entire  north- 
east corner  of  the  first  floor  has  been 
fitted  with  huge  glass  cases  and  filled 
with  the  best  of  silverware.  The  prices 
are  so  very  much  less  than  at  the  ex- 
clusive stores  that  one  is  apt  to  be  sus- 
picious. Needless — you  see  the  name  of 
the  famous  maker  on  each  piece  and  you 
have  his  guarantee  and  that  of  the  Palais 
Royal.  The  wear  has  to  prove  satisfac- 
tory— we  and  the  makers  are  responsible 
for  five  years. — The  Palais  Royal,  Wash- 
ington, D.  C, 
LVERWARE 


JEWELRY    ADVERTISING 


31 


Silverware,  in  extent,  splendor  and 
quality,  the  most  worthy  showing  that 
could  be  wished  for.  To  see  our  present 
assortment  is  to  see  everything  there  is 
produced  in  fine  silverware.— Zfan^e/, 
Sloar^  ^  Co.,  Hartford,  Conn. 

Best  substitute  for  sterling  silver  ta- 
bleware is  the  quadruple  silverplated 
ware  of  the  better  grade— the  only  kind 
we  sell.  Manufacturers  are  realizing  now 
that  a  good  design  costs  no  more  to  make 
than  a  poor  one,  and  the  patterns  this 
year  in  plated  ware  closely  approach 
those  in  sterling  silver. — Wanamaker, 
Philadelphia,  Pa. 

"  Think  naught  a  trifle,  though  it  small 
appear."— Young's  "Night  Thoughts." 
Nothing  that  proceeds  from  its  work- 
shops is  thought  a  trifle  by  the  Coram 
Co.,  silversmiths.  As  much  thought  is 
given  to  the  design,  as  much  care  to  the 
finish  of  a  teaspoon  as  of  a  thousand-dol- 
lar vase.  The  quality  of  the  silver  is  pre- 
cisely the  same  and  to  both  the  trade- 
mark gives  the  same  guarantee  of  excel- 
lence.—G'orAam  Co.,  Omaha,  Neb. 

Beautify  your  home  at  small  cost.  Did 
you  ever  stop  to  think  how  much  better 
and  more  cheerful  your  table  would  look 
if  it  had  one  or  two  little  things  on  it? — 
useful  things  we  mean.  It  is  surprising 
the  brightening  eflFect  a  dainty  dinner 
table  has  on  one  and  how  much  more 
cheerful  every  one  is.  When  you  have  a 
few  minutes  to  spare  sit  down  and  think 
the  matter  over,  then  come  and  see  what 
Me  can  do  for  you— for  very  little  money, 
too.  It  you  can't  spare  the  time  we  send 
catalogues.  Inquiries  we  cheerfully  an- 
swer and  execute  orders  by  post  promptly 
and  particularly.— <S<cwar<  Dawson  ^  Co. 

That  the  best  is  the  cheapest  when  buy- 
ing silver-plated  spoons  and  forks  goes 
without  saying.  They  are  used  prob- 
ably four  times  a  day  every  day,  and  if 
not  Al  quality  they  quickly  show  signs 
of  wear.  The  length  of  time  silver  plate 
will  wear  depends  entirely  on  Ihe  way 
you  clean  it.  If  you  use  some  polishing 
powders  you  can  soon  wear  the  plating 
off.  If  you  clean  our  Al  spoons  and 
forks  with  fine  whiting  and  water,  and 
polish  with  a  clean  chamois  leather,  we 
can  safely  say  the  plating  is  good  for 
twenty  years'  family  use.  At  the  end 
of  that  time  you  can  get  them  replated 
to  be  as  good  as  x\cvi.— Stewart  Dawson 
4-  Co.,  Sydney,  N.  8.  W. 

When  you  buy  silverware  and  quality 
goods  are  of  interest  to  you,  we  wish  to 
call  your  attention  to  our  large  and 
varied  stock.  Appreciating  the  fact  that 
most  people  want  the  best  we  have  put 
in   a  variety  of   "Wallace   Bros."   and 


JEWELRY— SILVERWARE 


"Rogers  Bros."  manufacture.  Both 
names  stand  for  finest  quality  and  we 
guarantee  every  bit  we  sell.  The  lines 
we  carry  include:  tea  and  coffee  sets, 
bon  bons,  fruit  dishes,  cake  baskets,  fern 
pots,  spoon  trays,  bread  trays,  and  a 
complete  line  of  knives  and  forks  and 
spoons.  For  hotels  and  boarding  houses 
we  have  a  special  line  of  knives,  forks 
and  spoons  made  to  resist  hard  usage. 
Special  prices  on  these  lines. — Ashdown's, 
Winnipeg,  Can. 

Wedding  silverware.  This  is  the  depot 
for  serviceable,  sensible  wedding  gifts. 
No  trashy  or  foolishly  ornate  tawdry 
stuff,  but  strong,  durable,  long  wearing 
quadruple  silverware,  in  designs  to  please 
the  most  refined.  And  it  comes  put  up 
in  such  beautiful  packages.  The  sets  are 
packed  in  satin  lined  boxes — a  place  for 
each  piece.  Then  again  silverware  is  a 
three-times-a-day  reminder  of  the  donor. 
We  have  not  space  to  numerate  the  suit- 
able articles.  SuflBce  it  to  say  that  we 
have  everything  in  silver  from  a  set  of 
nut  picks  up  to  large  candelabra.  Bog- 
ers*  Brand  Anchor  brand  silverware. — 
/.  E.  Griffith,  Hartford,  Conn. 

Our  superb  silverware  exhibit.  You 
should  see  our  display  of  silverware — 
both  sterling  and  plated.  It's  superb. 
All  the  latest— all  the  best  designs  of 
America's  foremost  silversmiths  are 
gathered  here  in  one  complete,  glittering 
display.  And  new  goods  are  arriving 
every  day.  We  are  careful  to  see  that 
everything  we  select  is  distinctly  out  of 
the  ordinary,  and  never  of  the  "bargain 
sale"  sort.  And  for  this  known  quality 
you  pay  a  price  that  is  only  just  and 
reasonable. — J.  Wiss  8(  Sons,  Newark. 

Richly  designed  toilet  silver.  This 
store  possesses  rare  opportunities  for  the 
gathering  of  unique  and  distinctive  de- 
signs in  toilet  silver.  Not  alone  does  our 
assortment  depend  upon  those  designs 
wrought  in  our  own  workshops,  rich  and 
worthy  though  they  be,  but  through  our 
facilities  in  the  world's  markets,  do  we 
secure  designs  that  are  different  from 
those  seen  in  the  ordinary  run  of  trade. 
We  invite  your  attention  to  our  display. 
Specially  noteworthy  are:  The  hand  en- 
graved design,  the  Pompadour  design,  the 
Portland  Bead  design. — Henry  Birks  ^ 
Sons,  Limited,   Winnipeg,  Can. 

Silverware — finest  quadruple  plate.  It's 
not  like  buying  a  pig  in  a  poke  buying 
silverware  at  this  Eaton  store — there's 
one  absolutely  safe  guarantee  extended 
to  every  purchaser.  Every  piece  of 
plated  ware  sold  here  is  the  finest  qual- 
ity of  quadruple  plate.  With  this  as- 
surance given,  Eaton  prices  need  little 
argument.— r^e  T.  Eaton  Co.,  Winnipeg. 


4\ 


32 


JEWELRY    ADVERTISING 


JEWELRY    ADVERTISING 


33 


The  Lancaster.  A  spoon  and  fork  de- 
sign that  carries  an  artistic  combination 
of  the  rose  and  bead  patterns  is  found 
in  our  Lancaster  silver  plated  ware.  On 
account  of  the  extra  heavy  plating  of 
pure  silver  that  each  piece  possesses,  the 
finish  is  equal  to  that  of  sterling  silver, 
while  the  life  of  each  piece  is  guaranteed 
to  be  one  of  long  service.  "From  Birks*  *' 
assures  quality. — Henry  Birks  ^  Sons, 
Ltd.,   Winnipeg,  Can. 

June  wedding  suggestions.  As  a  wed- 
ding gift  we  could  not  mention  a  more 
suitable  line  than  our  English  cabinets  of 
fish  and  fruit  knives  and  forks.  These 
goods  are  a  most  reliable  quality,  made 
by  the  famous  firm  of  George  Butler  & 
Co.,  Sheffield.  On  Tuesday  we  offer  our 
entire  stock  at  greatly  reduced  prices. 
Remember  the  quality  is  the  best  and 
they  are  put  up  in  elegant  style,  boxed 
in  pretty  English  leather  gift  cases. — 
Hudson  Bay  Co.,  Winnipeg,  Can. 

Sterling  silver.  This  department  of  our 
business  is  exceptionally  strong.  We  have 
the  best  line  of  sterling  silver  tea  sets  in 
Canada,  and  our  stock  of  spoons  and 
forks  is  a  wonder  to  those  who  know  its 
size.  The  quality  of  our  silver  is  abso- 
lutely the  finest;  the  finish  is  all  that  can 
be  desired  and  our  prices  satisfactory  to 
close  buyers.  What  more  could  be  de- 
sired? We  hope  to  see  you. — Wanless  ^ 
Co.,  Toronto,  Can. 

Selecting  wedding  gifts  is  a  poser  for 
many  puzzled  people.  Pardon  the  sug- 
gestion that  our  judgment  and  experience 
may  be  of  some  aid.  Presents  of  silver, 
cut  glass,  art  goods  and  china  are  always 
in  order.  Styles  and  prices  right. — 
Eugene  V.  Haynes  Co.,  Atlanta,  Ga. 

Wedding  silver.  There  is  nothing  more 
appropriate  for  a  wedding  gift  than  a 
piece  of  sterling  silver.  It  always  re- 
mains an  enduring  and  pleasant  reminder 
of  the  friend  who  gave  it.  The  assem- 
blage of  beautiful  objects  in  sterling 
ware  has  been  gathered  with  greater 
thought  and  research  than  ever  before. 
To-day  I  am  showing  a  varied  and  ar- 
tistic assortment  in  spoons,  forks,  ladles, 
berry  spoons,  olive  spoons,  pickle  forks, 
bon  bon  baskets,  salad  sets,  cold  meat 
forks,  cake  knives,  etc.  A  beautiful  and 
complete  line  of  cut  glass  in  latest  style 
cuttings  also  awaits  your  approval. — B, 
D.  Loring,  Watchmaker  and  Jeweler, 
Plymouth,  Mass. 

Bridal  gifts.  Whether  you  are  father, 
mother,  or  simply  a  friend  of  some  pros- 
pective May  or  June  bride  it  matters  not, 
you  will  find  it  convenient  and  satisfac- 
tory making  your  purchase  with  us.  We 
can  show  you  an  assortment  comprising 

JEWELRY— SI 


the  most  exp>ensive  gifts  of  solid  silnr 
in  handsome  cases,  to  be  handsomely 
marked,  as  well  as  the  simplest  cut  glass 
dish  at  moderate  expense.  Our  line  of 
bridal  gifts  is  varied  and  we  cater  to  the 
discriminating  tastes.  Gifts  suitable  for 
ushers  or  bridesmaids  are  also  to  be 
found  in  new  and  varied  designs  in  scarf 
pins,  brooch  pins,  etc.— C.  i/.  Chase  ^ 
Co.,  Hartford,  Conn. 

We  show  a  splendid  array  of  sterling 
silver  in  the  many  various  articles  so  es- 
sential for  wedding  presents.  Designs 
are  richer  and  more  beautiful  than  we 
have  ever  before  displayed,  while  prices 
are  extremely  reasonable.  We  will  ap- 
preciate the  favor  of  a  call  from  you. — 
King  ^  Metzger,  Lexington,  Ky. 

Special  sale.  This  has  proven  to  be  a 
good  time  to  sell  silverware.  Our  prices 
prove  it  to  be  a  good  time  to  buy  silver- 
ware. One  week  of  unprecedented  silver- 
ware offerings.  Come  while  the  sale  is 
on  and  we  have  the  goods. — Geo.  K, 
Munro,  Grand  Forks,  N.  D. 

We  have  made  the  most  of  it.  All  we 
ask  is  that  you  inspect  our  showing.  We 
boldly  announce  that  for  clever,  original 
and  exclusive  ideas,  as  well  as  extensive- 
ness  in  variety,  there  is  not  another  col- 
lection in  America  to  be  compared  with 
what  we  can  show  you  to-morrow. — Chas. 
A.  Stevens  ^  Bros.,  Chicqgo,  III. 

Sterling  Silver,  the  Gift  Ideal.— In  se- 
lecting a  bridal  gift  you  will  find  nothing 
more  pleasing,  nothing  more  lasting  than 
a  piece  of  our  beautiful  sterling  silver- 
ware. We  handle  all  the  newest  and  best 
patterns  made  by  the  leading  silver- 
smiths of  America. — Lochman  Bros., 
Springfield,  III. 

Now  in  Progress. — Our  Great  Annual 
Sale  of  Sterling  Silverware. — Every  one 
who  has  taken  advantage  of  the  oppoitu- 
nities  offered  in  our  previous  silverware 
sales  will  appreciate  the  significance  of 
this  announcement. — Marshall  Field  ^ 
Co.,  Chicago,  III. 

Quadruple-Plated  Silverware.  —  Every 
piece  quadruple  plated  on  pure  white 
metal;  exquisite  in  design  and  faultless 
in  workmanship,  and  offered  at  about 
half  what  the  exclusive  jeweler  would 
charge  you. — Kaufmann's,  Pittsburg,  Pa, 

A  Clearance  of  Silverware. — Before 
stock  taking  we  find  we  have  more  than 
we  need  of  certain  of  the  staple  lines  of 
silverware.  So  to-morrow  prices  drop 
about  half  to  help  us  straighten  out.  And 
we  shall  have  to  sell  silver  not  a  whit 
better  than  this  at  the  full  prices  later — 
that's  the  odd  part  of  it. — Abraham  |" 
Straus,  Brooklyn,  N,  Y. 
LVERWARE 


For  the  Summer  Home. — Kayserzinn, 
the  new  ware.  It's  beautiful,*  dainty, 
most  artistic,  very  reasonable.  Made  in 
Germany  of  a  mixture  of  pure  silver  and 
alloy  of  tin.  Looks  like  solid  silver, 
wears  better.— (?rat/  ^  Dudley  Hdw.  Co., 
Nashville,  Tenn. 

It's  a  common  thing  now  to  find  silver 
sales  in  many  stores  and  at  many  times, 
but  it  is  uncommon  to  find  such  a  collec- 
tion of  silver-plated  tableware  as  we  are 
showing  to-day  in  the  Arcade.— IFana- 
maker's,   Philadelphia,  Pa. 

Give  the  bride  sterling  silver  that  is 
individually  distinctive— right  in  weight 
and  quality.  The  best  goods  from  the 
best  makers  are  kept  here  (or  rather, 
sold  here,  for  we  don't  keep  things  long) 
—and  with  quality  is  combined  style  and 
service. — Lumsden,  Richmond,   Va. 

Useful  wedding  gifts  are  most  pleasing 
to  the  recipients,  especially  when  they 
possess  those  lasting  qualities;  in  Ster- 
ling Silver  this  is  a  marked  feature 
whfch  is  worthy  of  thought.  Our  stock 
is  a  revelation  on  suggestions,  and,  com- 
bined with  the  many  new  ideas  prevail- 
ing, you  can  make  your  choice  with  great 
ease.— ^.  Ashby,  Windsor,  Ont. 

We  desire  to  cail  your  attention  to  our 
magnificent  display  of  silver,  particularly 
appropriate  for  wedding  gifts.  This  store 
has  a  reputation  for  its  exclusiveness  in 
wares,  and  much  so  in  Sterling  Silver. 
The  collection  of  serving  pieces  is  most 
exquisite.— Cftar/w  Mayer  ^  Co.,  In^ 
dianapolis,  Ind. 

To-day  winds  up  the  September  Silver 
sale;  but  it  presents  one  more  day's  op- 
portunity to  pick  up  very  handsome  ar- 
ticles for  presents,  or  for  one's  own  use 
at  very  much  below  the  regular  prices.^ 
Wanamaker,  New  York,  N.  Y, 

The  sterling  silver  now  ready  is  in  such 
a  variety  as  you  will  perhaps  scarcely 
credit,  until  you  see  with  your  own  eyes. 
For  many  years  our  silver  store  has  been 
in  alliance  with  the  best  silverware  manu- 
facturers in  the  country,  and  we  have  an 
array  of  patterns  that  will  delight  those 
who  are  wanting  thoroughly  artistic  gifts 
of  intrinsic  value  for  wedding  and  other 
presents.  Xo  firm  in  America  can  cam- 
pete  with  our  prices.— TFanamaJter,  New 
York,  N.  Y, 

We  have  in  stock  a  line  of  Silverware 
of  very  good  quality  that  we  can  sell 
for  very  low  prices.  It  is  good  enough 
for  use  at  your  Sea-shore  Cottage,  and 
will  last  for  years.  It  is  not  the  heaviest 
ware  in  the  world,  and  it  is  not  the 
lightest  by  any  means.  If  you  wish  to 
equip  your  cottage,  we  can  think  of  noth- 


ing that  will  give  better  satisfaction.— 
Legate  Manufacturing  Co.,  Hartford. 

Those  unfamiliar  with  our  stock  of 
sterling  silver  for  wedding  gifts  will  find 
the  cream  of  such  silversmiths  as  Gor- 
ham  and  Whiting.— S^.  Nordlinger,  Lo9 
Angeles,  Cal. 

In  the  downstairs  salesroom,  begin- 
ning to-day,  continuing  Saturday,  and 
all  of  next  week,  the  sale  and  display  of 
silver  will  furnish  much  profit  and  pleas- 
ure to  hundreds  and  thousands  of  astute 
shoppers.  The  affair  will  reward  early 
visitors,  and  it  will  pay  late  comers.  We 
have  been  preparing  for  the  sale  quietly 
and  effectively,  made  successful  pur- 
chases of  fine  goods  from  leading  silver 
concerns,  brands  of  wares  that  rarely 
figure  in  special  sales,  now  at  reductions 
because  of  buying  outright  all  reserve 
stock  at  special  discounts,  besides  we 
have  picked  over  our  regular  lines,  and 
slashed  rates  to  conform  with  the  new 
additions.  There  will  be  several  displays 
of  articles,  some  of  which  are  too  great 
in  variety  for  special  mention,  and  all 
bearing  prices  that  will  afford  great  op- 
portunities for  safe  investments.  Four 
offers,— and  only  suggestive  of  others.— 
John  G.  Myers  Estate,  Schenectady. 

Silver-plated    knives,     spoons,     forks, 

tableware.      Every    variety    of    artistic 

ware,  in  the  heavy  silver-plate  that  means 

long  service,  is  in  the  sale.     Handsome 

patterns  in  all  the  good  styles  of  finish 

--bright,  frosted,  butler,  etc.     This  sale 

is  second  to  none  of  the  past  either  for 

patterns    or    prices.      The  "housekeepers 

who  depend  upon  this  opportunity  will 

not  be  disappointed  in   styles,  qualities 

or  vaonty-economy.— Wanamaker,  Phila- 
delphia, Pa. 

Don't  shop  around  for  sterling  silver 
shirtwaist  sets— I  can  supply  you.  Be- 
sides, you'll  have  the  satisfaction  of 
making  your  own  selection  from  an  as- 
sortment of  the  latest  designs.— CAo*. 
E.  Rose,  Telluride,  Col, 

Some  Special  Plated  Silverware.— We 
have  in  stock  a  line  of  silverware  of 
very  good  quality  that  we  can  sell  for 
very  low  prices.  It  is  good  enough  for 
use  at  your  sea  shore  cottage,  and  will 
last  for  years.  It  is  not  the  heaviest 
ware  in  the  world,  and  it  is  not  the  light- 
est by  any  means.  If  you  wish  to  equip 
your  cottage,  we  can  think  of  nothing 
that  will  give  better  satisfaction.  Spoons, 
knives,  forks,  and  a  few  special  pieces 
are  included.  Just  drop  in  and  we  will 
show  you  this  ware,  which  we  believe  you 
will  find  very  desirable.— L^^a^e  Manu- 
facturing Co.,  Hartford,  Conn, 


JEWELRY— SILVERWARE 


34 


JEWELRY    ADVERTISING 


ii 


A  lady  who  had  not  a  single  piece  of 
plated  ware  in  her  home,  after  making  a 
large  purchase  from  us,  declared  that  it 
was  the  most  beautiful  in  design  she  ever 
saw,  and  said  she  did  not  know  that 
plated  silver  could  be  so  lovely. — The 
Legate  Manufacturing  Co.,  Ilartford. 

There's  no  such  thing  as  being  limited 
or  handicapped  in  your  choice  of  a  wed- 
ding present  from  this  collection  of  sil- 
ver. Designs  are  new  and  charming  in 
variety.  •  *  ♦  The  price  range  of- 
fers something  for  every  purse — and 
every  price  is  fair  for  what  it  buys. — 
The  Wanamaker  Store,  New  York. 

Our  silver-plated  ware  is  of  high  grade 
and  artistic  design.  Prices  are  as  low  as 
you  pay  for  cheaper  grades  elsewhere. — 
Henry  Kohn  ^  Som,  Hartford,  Conn. 

Amid  the  beautiful  surroundings  of 
purple  decorations,  this  sale  is  moving 
merrily  along;  but  we  can't  tell  how  long 
it  will  present  its  present  completeness — 
for  the  silver  is  melting  fast.  How 
could  it  be  otherwise?  The  finest  quali- 
ties in  sterling  silver  and  best  qualruple 
plated  ware  are  selling  at  prices  that  are 
one-half  to  one-quarter  less  than  usual. 
There  are  many  most  desirable  exclusive 
designs,  well  worth  double  the  price,  that 
are  sure  to  be  snapped  up  during  the 
early  days  of  this  sale.  To  be  sure  of 
them  shop  on  Monday. — The  T.  Eaton 
Co.,  Ltd.,  Toronto,  Can. 

The  bride,  looking  over  her  wedding 
presents,  always  feels  pleased  when  she 
gets  a  piece  of  sterling  silver,  for  she 
knows  it  is  only  a  short  time  until  all  her 
Cut  glass  and  china  get  broken,  and  pic- 
tures fade  out,  while  sterling  silver  is  a 
"thing  of  beauty  and  a  joy  forever." 
We  have  now  the  largest  and  most  select 
line  of  sih-er  goods  ever  shown  in  the 
city.— //arret/  Fritz,  Oil  City,  Pa. 

Like  our  patrons,  we  are  satisfied  with 
nothing  but  the  best.  Superiority  of 
quality  in  the  metal  itself,  and  designing 
that  shows  tlie  highest  achievements  of 
the  silversmith's  craft.  If  you  have  use 
for  such  home  furnishings,  come  to  us 
for  new  ideas. — Hansel,  Sloan  Co.,  Hart- 
ford, Conn. 

Some  things  will  not  stand  looking  into. 
Probe  below  the  surface — only  a  little 
probing  needed  sometimes — and  you  learn 
how  much  is  veneer  and  how  little  is  gen- 
uine. The  satisfaction  in  buying  silver- 
plate  bearing  the  brand  of  this  factory  is 
that  it  will  stand  lots  of  looking  into.  It 
is  genuine  quadruple  silver-plate — every 
piece  guaranteed — silver-plate  that  does 
give  long  wear. — Standard  Silver  Co., 
Ltd.,  Toronto,  Ont. 

Handsome  table  silver  is  the  delight  of 

JEWELRY— SI 


the  housekeeper  when  she  sees  it  decorat- 
ing her  hospitable  table  or  ornamenting 
her  buffet  and  lending  a  tone  to  her 
dining  room.  Our  stock  is  artistic,  pro- 
duced by  the  most  talented  designers,  and 
are  gems  of  the  silversmith's  art.  We 
will  be  pleased  to  show  you  the  latest 
productions. — Chapman  ^  Armstrong, 
(Jalesburg,  III. 

A  show  of  silver.  No  jewelry  or  silver 
store  in  X.  Z.  has  ever  made  a  display  of 
silver  surpassing  that  now  being  made  in 
our  establishment.  In  our  show  windows 
and  in  our  cases  is  now  to  be  seen  the 
most  handsome  and  artistic  pieces  in  sil- 
ver and  high-grade  plated  ware  that  has 
ever  been  shown  before.  Silver  has  for 
more  than  a  century  been  in  favor  for 
wedding  gifts.  A  plain  teaspoon  satis- 
fied in  the  days  of  our  great  grand- 
mother, but  now  that  silver  is  more 
plentiful,  and  our  prices  bring  it  within 
the  reach  of  all,  the  demand  is  for  more 
elaborate  pieces. — Stewart  Dawson  ^  Co., 
Wellingford,  N.  Z. 

Autumn  sale  of  high-class  silver-plated 
wares.  Again  we  have  prepared  a  great 
economy  movement  in  beautiful  silver- 
ware. Our  buyer  made  a  between-sea- 
sons  tour  of  the  great  factories,  and  se- 
cured hundreds  of  beautiful  table  pieces 
in  patterns  that  were  not  in  sufficiently 
large  quantities  to  be  run  in  the  manu- 
facturers' Fall  catalogues.  None  but 
high-class  goods  has  been  considered. 
Every  piece  is  perfect  in  every  way. 
The  saving  is  based  entirely  on  the  fact 
that  new  designs  have  displaced  these 
particular  patterns— for  the  manufac- 
turer must  be  ever  changing  his  shapes, 
though  the  purchaser  uses  the  silverware 
for  twenty  years,  perhaps— and  design  is 
not  a  matter  of  as  much  moment,  as  are 
real  l)eauty  and  high  quality.  We  guar- 
antee the  quality  of  every  piece  in  this 
gathering;  and  the  beauty  of  the  pieces 
will  speak,  more  loudly  than  words,  to 
the  eyes  that  see  them.  The  sale  offers 
splendid  opportunity  for  reinforcing 
your  own  supplies  of  tablewares;  or  to 
select  wedding  or  holiday  gifts  of  most 
gratifying  sort,  at  unusually  low  prices. 
— Wanamaker*8,  New  York. 

Silverware  that  does  not  wear  out  are 
the  incomparable  productions  of  the 
Simeon  L.  &  George  H.  Rogers  Com- 
pany, the  silverware  that  leads  all  other 
plated  ware  in  quality  and  durability. 
We  sell  this  beautiful  ware  here  in  Hart- 
ford at  factory  prices.  No  house  in 
America  can  approach  them.  No  silver- 
ware manufactured  in  America  is  so 
good. — The  Legate  Manufacturing  Co., 
Hartford,  Conn. 
LVERWARE 


JEWELRY   ADVERTISING 


35 


Replenishing  the  Silverware.— Rogers 
silver  and  quadruple  plate  at  half  to 
two-thirds  the  usual  prices  will  just 
about  hit  people  right  when  returning 
from  their  summer  holidays.  The  table 
always  needs  looking  after,  and  silver 
is  one  of  the  most  important  points.— 
Wanamaker's,  Philadelphia,  Pa. 

While  we  aim  to  vary  our  stock  and 
include  in  it  the  more  modern  silver 
styles  of  England,  France  and  Amer- 
ica, yet  we  maintain  in  the  manufac- 
turing of  Birks'  silver  a  generous  loyalty 
to  designs  of  the  early  silversmiths  of 
our  forefathers,  thus  giving  our  display 
an  individuality  rarely  seen  even  in 
London  itself.— /Tcnry  Birks  ^  Sons, 
Montreal,  Can. 


Solid  Silver  Knives,  Forks  and  Spoons. 
—During  the  past  year  silver  bullion  has 
steadily  advanced  in  price,  and  to-day 
silver  bars  are  worth  15  per  cent,  more 
than  two  years  ago.  This  means  but 
one  thing— an  advance  in  the  price  of 
sterling  silver  table  wares.  We  antici- 
pated this  increase  and  have  doubled  our 
holiday  purchases.  Our  stock  of  desira- 
ble patterns  in  Spoons,  forks,  knives  and 
all  table  silver  is  larger  and  more  com- 
plete than  ever.  We  will  continue  sell- 
ing at  the  old  pricc^Montgomery  Bros., 
Los  Angeles,  Cat. 

Next  to  gold,  silver  is  the  most  sought 
after  metal.  Many  people  call  it  the 
most  beautiful  metal  in  the  world.  A 
recent  fortunate  purchase  brought  to 
us  an  enormous  quantity  of  Roger 
Brothers'  1847  Silverware.  No  need  to 
tell  you  this  is  a  standard  brand  among 
plated  silverware.  Nearly  everyone  is 
familiar  with  it.  'The  "wearing  test'* 
has  proven  its  value.  We  are  going  to 
sell  Roger  Brothers'  1847  Silverware 
for  the  littlest  prices  ever  known  here 
to-day  for  high-grade  knives,  forks  and 
spoons.  Run  your  eye  over  these  items. 
—Emery,  Bird,  Thayer  Co.,  Kansas 
City,  Mo. 

Silver  and  glass— June  brides.  Of  all 
wedding  gifts  these  constitute  the  great 
majority.  They  make  their  appeal— di- 
rect, personal,  intimate,  as  no  other 
wares  excepting  costly  jewels,  and  at- 
tract the  attention  of  the  gift-giver  in 
preference  to  all  other  wares.  Our  stock 
of  sterling  silver  and  cut-glass  is  a  ver- 
itable museum  of  all  that  is  choice  and 
select— sympathetic  interpretations  of 
the  beautiful— in  form  and  artistic  merit. 
— Sander's,  Schenectady,  N.  Y. 

Silver  Serving  Pieces.— The  rich  pieces 
of  sterling  silver  that  add  so  much  to 
the  elegance  of  the  table  appointments, 
borne  of  the  new  designs  are  extremely 

JEWELRY— 


artistic;    for    instance,    the    "  Bourgue- 
reau,"  a  combined  floral  and  figure  de- 
sign of  great  beauty,  and  suggested  by 
one  of  this  great  French  painter's  works. 
Another  similar  pattern  shows  a  figure 
and  a  fleur-de-lis.     These  patterns  are 
in  the  well-liked   French   gray.        Then 
there  is  an  antithesis  in  the  shape  of  a 
simple  colonial  pattern  in  bright  finish— 
the   "Standish."     All   of   these   designs 
include   full   sets   of  serving  pieces;   in 
two  of  them  the  small  table  silver  is  also 
oht^nahle.— Wanamaker's,    Netv    York. 
Solid  Silver.— We  are  showing  superb 
new  things  in  our  silver  room  this  fall. 
Attractive,    moderate    cost    pieces    for 
gift-giving  and  heavy,  substantial  wares 
for  family  silver.    Designs  are  the  pret- 
tiest  we   have   ever   shown— rich,   heaxy 
cast  boruers- refined,  practical  shapes- 
perfect    gems    of   the   silversmithy.— ir. 
W.  Wattles  i'  Sons,  Pittsburg,  Pa. 

Teapot.— Heavy  white  metal,  neatly 
engraved,  well  silver  plated,  an  admir- 
able article  at  a  price  that  scarcely  pays 
for  the  silver  that  covers  the  pot—^Alfred 
Edmondson,  Morecambe,  Eng. 

Remember    the    October     Brides.— A 
wealth    of    happy    thoughts    in    sterling 
silver   and    silver   plated    ware    here    to 
suggest  for  the  October  weddings.— IFw 
Bogers  Mfg.  Co.,  Hartford,  Conn. 

Silverware  that's  good  for  years  of 
service.  Dependable  silverware,  grace- 
ful in  its  patterns.  Staunch  in  its  wear- 
ing qualities,  is  what  we  of  "  The  Silver 
Store"  put  before  you— always  at  low- 
est prices.—/.   Wiss  ^  Sons,  'Xewark. 

Silver  and  Cut  Glass.— One  of  na- 
ture's most  beautiful  works— silver— we 
have  combined  with  one  of  man's  finest 
productions-cut  glass— in  many  artistic 
pieces  for  dining  table  and  boudoir,  than 
which  nothing  can  be  in  better  taste  for 
a  fine  wedding  gift— Henry  Birks  &- 
Sons,  Toronto,  Ont. 

A  really  dependable  stock  of  silver- 
ware, something  that  bears  the  stamp  of 
worth  and  can  be  relied  upon  to  do  years 
of  service.  The  assortment  is  large*,  and 
the  patterns  the  latest.  We  handle  the 
genuine  Rogers  goods  in  solid  silver  and 
plated  ware.  Showing  the  new  things 
from  this  maker.  They  are  very  hand- 
some. Cost  a  little  more  than  other 
kinds,  but  then  you  will  have  something 
that  will  last  generations.  They  are 
made  for  wear  as  well  as  for  show.  Not 
show  alone.— IT.  E.  Finch,  Delhi,  N.  Y. 

Six  5  o'clock  teaspoons  and  sugar 
tongs,  new  shape  and  new  value;  you 
would  guess  double  until  you  hear  *the 
price,  2-9  worth  say  5-6.— Alfred  Ed- 
mondson,  Morecambe,  Eng. 
SILVERWARE 


36 


JEWELRY   ADVERTISING 


JEWELRY    ADVERTISING 


37 


JEWELRY— WATCHES 

So  you  bought  your  husband  a  stop  watch?  " 
Yes"  answered  young  Mrs.  Turkins, 


young 
"How  did  it  work?" 


"  Perfectly  lovely,"  was  the  answer,  "  Charley  took  it 
to  the  races  with  him,  and  he  says  that  every  horse  he  was 
interested  in  stopped  before  it  got  into  the  home  stretch"^ 
Chicago  Record-Herald, 


A  little  talk  about  watches  is  timely, 
because  at  this  season  of  the  year  so 
many  of  them  are  bought  as  graduation 
presents.  No  gift  to  a  bright  student 
could  be  more  useful.  When  you  buy 
a  watch  your  only  safeguard  is  in  the 
character  of  the  house  from  whom  you 
buy.  The  mere  appearance  of  a  watch  is 
no  guide,  since  thinly  plated  cases  may 
be  made  to  shine  like  solid  gold,  and 
may  later  be  marked  "  14  karat."  Nor 
is  the  name  on  a  watch  a  protection  to 
the  buyer.  Waltham  designates  the 
make  of  a  movement,  not  its  quality,  for 
a  Waltham  movement  may  come  any- 
where from  $3.00  to  $50.00.  Our  watch 
department  is  the  product  of  almost 
thirty  years  of  work  and  study.  Experi- 
ence has  taught  the  public  to  believe 
in  us,  to  understand  that  the  Lambert 
guarantee  is  more  than  a  formality.  Ev- 
ery watch  we  offer  for  sale,  even  the 
most  inexpensive,  is  the  best  of  its  kind, 
and  has  been  examined  by  experts  with 
keen  eyes  for  faults.  Imperfect  watches 
are  returned  to  the  factory  at  once. — 
Lambert  Bros.,  Xew  York,  X.  Y. 

In  watches  we  probably  do  more  busi- 
ness than  any  other  store  in  the  coun- 
try, and  are  exclusive  distributers  of 
the  famous  Jules  Monard  watches  of  Ge- 
neva, which  through  merit  have  secured 
the  name  of  "Jules  Monard  watches  of 
precision."  Jules  Monard  himself  per- 
sonally adjusts  and  examines  every 
watch  before  it  leaves  his  factory.  Of 
American  watches  we  have  the  Waltham 
and  Elgin  movements  in  a  variety  of 
cases. — Wanamaker,  Philadelphia,  Pa. 

The  Watch  Store.— All  kinds,  all  qual- 
ities, all  prices,  and  each  watch  the  best 
of  its  kind,  whatever  the  kind.  I  mend 
watches,  too — mend  them  in  the  right 
way.  I  know  how. — Fletcher  M.  Noe, 
Indianapolis,  Ind. 

How  much  is  your  time  worth?  If  you 
are  a  busy  man,  you  count  every  minute 
worth  money.  You  must  depend  upon 
your  watch  to  do  so  many  things  in  a 

JEWELRY— 


certain  allotted  time.  You*ll  miss  your 
engagements  if  you  haven't  a  good 
watch.  You'll  miss  trains  and  experi- 
ence vexations  and  costly  delays  if  your 
watch  cannot  be  depended  upon.  We 
are  selling  a  watch  for  $23  that  will  help 
you  to  make  money,  if  time  is  money. — 
Isaac's,  Pittsburg,  Pa. 

A  watch  is  always  right— right  as  a 
gift  and  right  as  a  timekeeper  when 
from  our  shop.— ^.  Frankfield  ^  Co., 
New  York,  N.  Y. 

Waltham  and  Elgin  watches,  America's 
best  watch  productions.  In  ladies'  and 
gentlemen's  sizes.  Open  face  and  hunt- 
ing cases.  Accurate  time-pieces.— O.  //. 
Case  ^  Company,  Hartford,   Conn. 

It  pays  to  buy  the  best  watch  that  you 
can  afford.  At  our  prices  any  one  can 
afford  a  pretty  good  one.  We  have  no 
watches  at  any  price  that  we  can't  war- 
rant to  keep  good  time.— £.  Oundlach  ^ 
Co.,  Hartford,  Conn. 

This  Expansion  Idea  is  not  only  in 
some  countries  and  individuals,  but  is  an 
actual  necessity  in  high  grade  watches. 
The  watch  balance  wheel  has  an  arm 
through  the  centre,  the  rim  being  cut 
on  opposite  sides,  allowing  it  to  expand 
by  heat,  and  contract  by  cold,  without 
increasing  or  diminishing  the  size  of  the 
balance  wheel.  Beside,  our  high  grade 
watches  are  adjusted  to  heat,  cold  and 
position.  See  us  about  expansion  in 
watches.— C*a*.  E.  Rose,  Telluride,  Col. 

Watch  Assurance.— It's  assuring  to 
know  that  the  seller  of  watches  has  faith 
in  his  timekeepers.  This  is  how  we  show 
our  faith  in  the  watches  we  sell— if  a 
single  one  proves  less  trustworthy  than 
we  promise  we'll  take  it  back  willingly. 
—Davis  Bros.,    Toronto,   Ont. 

The  Pulse  of  a  Watch.— If  your  watch 
is  running  irregularly — doesn't  beat  (JO 
to  the  minute — bring  it  to  our  store.  No 
feature  of  our  business  is  receiving 
more  attention  just  now  than  our  watch 
repairs.—/.  F.  Carr,  Kenton,  O. 
WATCHES 


A  watch  abused  will  not  last  forever. 
You  will  either  need  a  new  one  or  need 
the  old  one  repaired.  We  will  look  after 
the  repairs,  if  they  are  necessary,  or  sell 
you  a  new  and  excellent  timekeeper,  if 
you  prefer.— J.  T,  Allen  ^  Co.,  Rich- 
mond, Va. 

Do  you  hold  a  position  of  responsibil- 
ity and  trust?  You  have  no  moral  right 
to  trifle  with  time.  Carry  a  Dueber- 
Hanipden  watcli,  and  have  the  satisfy- 
ing feeling  that  you  are  always  accurate 
to  the  second. — Dueber-Hampden  Watch 
Works,  Canton,  Ohio. 

"How  is  your  watch?"  Does  it  keep 
good  time?  If  it  doesn't  just  bring  it 
here  and  we'll  repair  it  for  you  and  re- 
pair it  right. — Qilmore's  Jewelry  Store, 
Kenton,  Ohio. 

"Timely"  bargains  for  ''watchful** 
buyers.— r^c  Millinery  World,  Los  An- 
geles, Cal. 

If  it's  a  Waltham,  you're  on  time.  All 
around  the  globe  "  Walthams  "  will  find 
a  wearer.— ir.  W.  Wellner,  Charlotte- 
toicn,  P.  E.  I. 

\\Tiat  a  friend — steadfast  and  true — 
is  a  really  good  watch!  A  watch  that 
you  can  depend  upon  is  a  real  treasure. 
Tliat  kind  we  keep. — Roch's,  Chicago. 

Many  men  prefer  the  16  size  watch,  as 
it  takes  up  but  little  space  in  the  pocket 
— is  light  as  compared  to  the  18  size,  and 
is  a  strong,  serviceable  watch. — Chas,  E, 
Rose,    Telluride,   Col. 

What's  the  Use  of  carrying  a  watch  if 
it  doesn't  keep  time?  If  your  watch  is 
of  any  account  our  experts  can  make  it 
keep  time.  We  sell  watches  of  all  stand- 
ard makes  and  guarantee  them. — Park's, 
Salt  Lake  City,  Utah. 

Watch  Reliability. — You  will  be  punc- 
tual in  your  engagements  if  timed  by  a 
watch  bought  here.  We  sell  standard 
makes  for  less  than  others.  You  run  no 
risk,  for  makers  guarantee  them  to  us 
and  we  to  you. — Geneva  Watch  and 
Optical  Co.,  Los  Angeles,  Cal. 

No  wonder  the  possessor  of  a  good 
watch  or  clock  is  careful  into  whose 
hands  he  leaves  it  for  repairs  when  it 
fails  to  do  its  work  properly.  Many  a 
good  watch  is  left  in  bad  hands  and  is 
spoiled  by  incompetent  or  careless  re- 
pairing. Does  your  watch  or  clock  need 
repairing?  Is  time  an  important  factor 
to  you?  Don't  run  the  risk  of  having 
your  timepiece  ruined.  Bring  it  to  us. — 
Challoner  ^  Mitchell,  Victor,  B.  C. 

Always  on  time  wins  respect  for  a 
woman.  It  has  gained  a  reputation  for 
our  watches  and  clocks  that  we  feel 
proud  of.    While  we  consider  the  move- 

JEWELRY- 


ment  the  most  important  part  of  a 
watch  or  clock,  beauty,  too,  should  be 
considered.  Our  selection  of  time  pieces 
are  marvels  of  artistic  skill  in  design 
and  finish.  They  must  be  seen  to  be 
appreciated. — C.  H.  Hartman,  New 
York. 

Outing  watches.  The  attractiveness  of 
these  handsome  belt  watches  must  be 
seen  to  be  appreciated,  and  be  worn 
during  the  summer  outing  to  realize  the 
convenience  and  necessity  of  wearing 
one.  You  are  never  late  to  dinner  and 
never  fail  to  keep  an  appointment  or 
catch  or  meet  a  train  on  time.  They  will 
always  be  in  demand.  We  have  a  superb 
assortment  of  watches,  pins,  chains  and 
lockets  for  your  inspection. — Conner's, 
Burlington,  la, 

$5  watch.  It  has  been  a  long  time 
since  I  said  anything  about  our  $5  watch. 
Why?  Because  it  talks  for  itself.  It's 
just  a  nice,  genteel,  good  time-keeping 
watch,  and  lots  of  people  pay  $25  for 
something  inferior. 

A  Group  of  Beauties. — The  showing  of 
ladies'  watches  is  more  than  usually  in- 
teresting. We  have  added  a  large  num- 
ber of  new  designs  and  new  styles  to 
our  already  large  assortment.  Where 
there  is  so  much  beauty  and  merit  a 
choice  may  be  difficult,  but  prices  will 
help  to  a  selection.  Ladies'  watches 
from  $9  to  $75.  Good  value  at  all  fig- 
ures.— A.  Mierow,   Tacoma,   Wash. 

What  you  see  when  you  look  at 
watches  in  our  store  isn't  all  there  is. 
Reliability  and  long  service  are  in  every 
watch  we  sell,  whether  it  costs  $4  or 
$100. — Cushing's  Jewelry  Store,  Rock- 
land, Mass. 

Buying  a  Watch.— You'll  find  it 
an  easy  matter  to  buy  a  watch  at 
"  Trorey's." 

Because  in  the  first  place  we  have  the 
watches— all  kinds  of  them. 

In  the  second  place  we  assist  you  in 
your  selection. 

Then  again,  you  can  depend  upon 
what  we  say  about  a  watch. 

Of  course,  if  you  are  a  stranger  here 
and  do  not  know  us  or  our  methods,  very 
well,  you'll  perhaps  want  more  than  our 
word  for  it. 

Then  here's  our  written  guarantee. 

It  is  just  possible  that  after  you've 
lived  in  Vancouver  for  a  while  and  have 
made  some  inquiries  about  "Trorey's," 
you'll  not  care  whether  that  guarantee  is 
lost  or  what  becomes  of  it — ten  chances 
to  one  you'll  burn  it  up. 

You    know    we'll    "make    good,**    as 
"John     Henry"     would     say. — Trorey, 
Vancouver,  B,  C, 
-WATCHES 


1" 


^' 


I 


38 


JEWELRY   ADVERTISING 


Accuracy  cannot  be  obtained  from 
poor  watches.  To  prevent  annoyance  and 
disappointment  provide  vourseif  with  a 
watch  or  a  clock  that  can  be  depended 
on.  George  Jordan  sells  the  best  Amer- 
ican makes  and  guarantees  each  one  to 
perform  properly. -(jr^o.  Jordan,  San 
Bernardino^  Cal. 


Our  watch  selling  methods.    When  yon 
buy  a  watch  of  us,  you   know  exactly 
what  you  are  getting.     We  enjoy  going 
with  you  into  the  details  of  its  making 
and  material,  pointing  out  its  elements 
of   strength— or    weakness,   as    the   case 
may    be— of    showing   you    why   certain 
parts   should   be   scrupulously  examined 
and  perfectly   adapted   to   meet   certain 
wear   conditions,    and    all    that   sort   of 
thing.    In  other  words  you  get  the  ben- 
efit  of  our   expert  technical   knowledge 
and  of  our  persistently  honest  methods. 
\\  atches  of  every  desirable  style.^Maier 
4:  Berkele,  Atlanta,  Go, 

Watch  your  time  by  carrying  a  time- 
piece that  we  can  recommend.— 5cAacA« 
4f  Riordan,  Spokane,  Wash, 

Don't  run.  Get  a  good  watch  to  run 
for  you,  and  be  sure  of  your  minutes. 
An  accurate  reliable  time-keeper  can  be 
bought  now  for  a  very  little  money.^ 
I  he  Ho  f  man  Supply  Co.,  Columbus,  O. 

A  Good  Watch  for  a  Little  Price  — 
^ot  a  pocket  clock.  Suitable  for  the 
boy  at  school  or  the  man  who  must  be 
on  time  at  his  work.— C.  L.  Ruth,  Mont- 
gomery,  Ala, 

The  accuracy  with  which  our  watches 
are  made  and  the  resulting  close  time 
keeping  makes  them  the  most  desirable 
watches  to  be  had.  Our  prices  are  based 
on  competitive  conditions  in  our  own 
large  cities  as  well  as  the  East  and  we 
know  they  are  right.  In  short  if  you 
want  a  timekeeper  and  value  received, 
see  us.— Warner's,  Fresno,  Cal. 

yien's  watch  special.  A  fine  selection 
of  excellent  timekeepers  is  displayed  at 
the  jewelry  counter,  in  a  most  compre- 
hensive variety  of  movements  and  mod- 
erate prices.  For  the  January  sale  we 
make  a  special  value  offer.— The  T, 
Eaton  Co.,  Winnepeg,  Can. 

The  watch?    There  are  no  secrets  in 
watch  buying— no  deception  in  real  value, 
judged    from   the   standard   of  reliabil- 
ity.     Kirby   watches   answer   the   watch 
question   satisfactorily,   give  you   actual 
value  for  every  dollar  expended.    Every 
watch     desire    can     be     satisfied— every 
style  from  the  smallest  chatelaine  to  the 
popular  sizes  in  both  men's  and  women's 
watches.— ^ir6^  4-  Son,  New  Haven, 
A  striking  value  for  to-morrow.       A 

JEWELRY- 


beautiful  gift  for  anniversary,  confirma- 
tion or  graduation  and  a  very  dainty  lit- 
tle   timepiece    for   grown    folk    to    take 
away  to  use  during  the  summer  vacation 
or  traveling,  when  the  valuable  watches 
might  better  be  left  at  home.    These  are 
all  delicately  yet  durably  enameled,  and 
have   dainty   fleur-de-lis   pin    to   match. 
ITie  case  has  gold-filled  trimmings  and 
IS  fitted  with  a  jeweled  Swiss  movement. 
It  is  enclosed  in  a  neat  velvet  case,  all 
ready  for  presentation.     The  colors  are 
ruby,   sapphire,  emerald   and   turquoise. 
None    C.    O.    D.-Abraham    4-    Straus, 
Brooklyn,  N.  Y. 

Americans      should      buy      American 
watches,  made   by   American   tools   and 
machines,  by  American  skill  and  labor 
and  at  American  wages.    When  a  dealer 
tells  you  that   a  Swiss  watch  is  better. 
It  IS  because  there  is  more  in  it  for  him. 
"Waltham  Watch  Co.,  New  York  City, 
We  offer  you  the  best  watches.     Our 
stock  is  made  up  of  the  most  reliable 
timepieces  to  be  had.    Our  guarantee  of 
these  watches  is  given  with  every  confi- 
dence.     The    various    styles    of    cases 
shown  express  the  best  and  latest  ideas 
of  the  foremost  makers  of  such  goods.— 
Berry  4-  Whitmore  Co.,  Washington. 

A  man  will  oil  a  wheelbarrow  l>ecause 
It  squeaks,  and  at  the  same  time  allow 
his  watch  to  go  untouched,  because  it 
noiselessly  performs  its  daily  duties, 
even  at  the  cost  of  its  existence.  Let 
us  overhaul  and  oil  your  watch.  Our 
prices  are  moderate,  our  workmen  capa- 
ble.—TAo*.  /.  Porte,  Winnipeg,  Can. 

Brown  makes  a  specialty  of  railroad 
watches.  He  uses  a  special  movement 
containing  21  jewels,  one  that  runs  with 
wonderful  accuracy,  and  is  built  to 
stand  the  wear  and  tear,  smash  and  slam 
of  the  railroad  business.— Broic/i,  Hart- 
ford, Conn. 

Were  you  late? 
Was  your  watch  to  blame? 
If  it  was,  bring  it  here  and  let  us  pnt 
It  into  shape.  ^ 

If  you  haven't  a  watch,  let  us  sell  you 
one  that  you  can  rely  on.  All  sizes,*  all 
prices,  all  kinds.-C.  H.  Tilton,  Roches^ 
ier,  iV.  Y, 

The  man  with  a  well-regulated  brain 
makes  a  success  of  life.  To  regulate 
your  actions  properly  you  want  one  of 
mir  well-regulated  watches.-.^.  B, 
White,  Pictou,  N.  8. 

Stop  watches  for  the  coming  races- 
large  assortment,  all  prices.  We  make 
a  specialty  of  repairing  these  delicate 
movements.-fiancro/^  Bros.  &•  Co..  Co^ 
lumbus,  O. 

WATCHES 


I 


JEWELRY    ADVERTISING 


39 


li 


.Your  watch  has  needs  just  as  much  as 
you  have.  You  need  cleaning  and  fixing 
up  once  in  a  while,  and  so  does  your 
watch.  About  once  a  year  the  proposi- 
tion of  cleaning  and  oiling  that  watch 
comes  up.  It's  then  that  you  want  to 
think  of  me.  The  treatment  accorded  a 
watch  is  just  the  same  whether  it  is  the 
best  or  the  poorest  make — that  is,  the 
best  attention  is  given  it.  Wade  is  an 
expert  at  handling  watches.  Let  him  try 
to  fix  up  your  timepiece. — Wade,  the 
Watchman  (you  can  watch  me  through 
the  window),  Oalesburg,  III. 

Watches. — A  Sale.  Was  a  time  when 
we  deemed  it  right  enou^  and  proper 
to  write  our  watch  advertisements  with 
the  distinct  object  in  view  of  overcom- 
ing the  prejudices  entertained  by  some 
people  against  buying  such  things  out- 
side the  portals  of  exclusive  jewelry 
stores.  The  time  has  passed  for  all  such 
arguments  and  appeals.  Macy's  system 
of  merchandising,  Macy's  method  of  re- 
tailing, may  be  largely  responsible  for 
the  educational  processes  that  have  been 
working  as  regularly  and  surely  as  the 
forces  of  nature.  People  now  know  the 
store  that  serves  them  best  when  they  buy 
dry  goods,  furniture,  carpets,  clothing 
and  groceries  can  also  serve  them  best 
when  they  buy  diamonds,  paintings,  bric- 
a-brac — and  watches.  The  watch  sale 
that  l)egins  here  to-day  is  an  important 
trade  event. — R.  H.  Macy  |-  Co.,  New 
York. 

That  laggard,  lazy  watch.  Bring  us  in 
that  laggard,  lazy  watch  of  yours  that  is 
always  provokingly  behind  time.  It  may 
be  only  the  most  trivial  of  matters  that 
causes  it  to  be  so  erratic,  or  there  may 
be  something  seriously  wrong  with  it. 
In  either  case,  the  defect  will  be  correctly 
diagnosed  and  correctly  treated  if 
brought  here. — Barfs  Jewelry  Store,  Sa- 
lem, Or; 

"I  guess  I  am  a  little  slow."  How 
often  one  hears  the  above  remark  when 
the  time  of  day  is  inquired  for.  What's 
the  use  of  having  that  kind  of  time. 
Something  you  can't  depend  on?  How  is 
your  watch  running?  A  little  slow?  A 
little  fast?  Is  it  out  of  repair?  If  so 
bring  it  to  us  and  have  it  fixed  right — 
Gilmore's,  Kenton,  O. 

For  the  Boy.— There  is  no  sense  in 
buying  the  boy  a  cheap  watch.  There  is 
no  economy  in  the  lack  of  quality.  We 
could  sell  watches  for  8-6  and  make 
money— but  lose  friends.  Give  him  a 
good  watch,  and  he  will  take  a  pride  in 
its  possession— it  will  early  teach  him  the 
value  of  punctuality.  You  can't  expect 
punctuality  if  you  give  him  a  poor,  use- 

JEWELRY- 


less   watch.      These    are    hints. — Stewart 
Dawson  ^  Co,,  Sydney,  N.  S.  W. 

Our  watch  guarantee  means  some- 
thing.— S.  Nordlinger,  Los  Angeles,  Cal. 

Watch  out?  Bring  it  in.  We'll  right 
it.  People  who  sing  "Just  Behind  the 
Times"  didn't  get  their  timepiece  here. 
Perhaps  you're  hesitating  because  you 
didn't;  don't  do  it;  come  in  and  you  can 
go  out  on  time. — Orandmason,  Kenton. 

For  a  thoroughly  reliable,  accurate 
timekeeper  you  can't  beat  these  watches, 
they're  guaranteed  to  give  absolute  satis- 
faction. They're  in  handsome  solid  sil- 
ver and  gold-filled  hunting  or  open  face 
cases,  fitted  with  the  best  standard  Amer- 
ican movements.  Watches  you'd  readily 
pay  ten  dollars  for,  special  to-morrow, 
$3.64. — Bloomingdale*s,  New   York, 

Watches.  We  have  on  display  a  large, 
varied  assortment  of  14  karat  gold 
watches.  Many  set  with  precious  and 
semi-precious  stones,  such  as  diamonds, 
sapphires,  rubies,  emeralds,  pearls,  aqua- 
marines, pecidots,  kunziter,  tourmalines, 
turquoise  and  Chinese  jade.  Our  prices 
will  be  found  very  reasonable. — S.  Nord- 
linger ^  Sons,  Los  Angeles,  Cal. 

The  pleasure  to  own  a  good  watch  and 
the  satisfaction  of  patronizing  home 
enterprise  are  both  felt  in  selecting  a 
Ball  watch.  They  are  built  to  meet  the 
exacting  requirements  of  modern  busi- 
ness—and they  do  meet  them.— JAe  Webb 
C.  Ball  Co.,  Cleveland,  Ohio. 

More  of  those  new,  thin  model  watches 
that  created  such  a  furore  last  Satur- 
day. Last  week  we  only  had  100,  and 
they  were  sold  before  12  o'clock,  and  we 
had  to  take  orders  from  a  sample.  Won't 
get  caught  that  way  again.  Men  who 
have  bought  these  watches  are  sending 
their  friends  here  every  day.  Without 
doubt  they  are  the  best  watch  values  ever 
offered,  and  the  name  Waltham  is  a 
guarantee  that  they  are  a  good  time- 
keeper, and  what's  more,  they  are  fine 
looking  watches.— Simpson  Crawford  Co., 
New  York. 

100  more  of  those  gold  filled  watches 
for  men,  women  and  children.  Same 
kind  that  sold  so  well  last  week,  and 
this  may  be  the  last  chance  you  will  have 
to  secure  them  at  this  price,  because  it 
was  difficult  to  get  this  lot— The  Uth  St, 
Store,  New  York,  N,  Y, 

The  watch  is  an  invaluable  little  in- 
strument. It  records  the  many  minutes 
and  hours  wisely  and  foolishly  spent. 
We  have  a  fine  collection  of  genuine  gold 
and  silver  ladies'  watches,  and  the  prices 
of  them  will  speak  for  themselves.— .4. 
Microw,  Tacoma,  WasK 
-WATCHES 


40 


JEWELRY    AD\^RTISING 


A  sale  of  watches.     Does  "  rummag- 
ing    m  watches  strike  you  as  odd'      It 
probably  does   because  you   haven't   yet 
gotten   clear   of   the   haze   and   mystery 
that    used    to   hedge   about    the   jewelry 
business.       But  get  rid  of  that  notion, 
i^t  s  get  down  to  facts,  and  the  fact  is 
that  we  look  on  watches  and  jewelry  sim- 
ply as  merchandise-high  class,  it  is  true 
-but  subject  to  the  same  general  up-to- 
date   methods   we   use   with   other   mer- 
chandise.    We've  had  some  watch  cases 
and  movements  too  long.    Time  they  had 
new  owners,  and  as  they  didn't  sdl  at 
first    prices,    we've    reduced    prices    so 
they  II   move.     That's    all.     No  mystery 
about  that,  is  there?  Our  guarantee  with 

PA^/L?];''  r  «^"-^'-^^'  Brothers. 
Philadelphia,  Pa. 


JEWELRY    ADVERTISING 


41 


It  is  generally  conceded  that  we  have 
the  largest  stock  and  the  handsomest  as- 
sortment  of  watches  to  be  found  any- 
where in  town,-W.  F.  Sellers  *  Co  Al- 
toona.  Pa.  ^        '  ^* 

'  How's  your  watch  running?     Is  it  al- 

Perhaps  the  watch  is  capable  of  very 
accurate  running,  but  it  is  not  in  perfect 
order  You  know  the  tiny  mechanism  of 
a  watch  absolutely  demands  that  each  of 
the  dozens  of  little  parts,  springs,  wheels, 

isTl'  T:i^^  •^"'*  ''^'^  «^  ^««d  t'"^ing 
IS  out  of  the  question.  Watch  repairing 
always  has  been  a  hobby  of  ours,  to  do 
the  best  work  possible.-/.  C.  Sharer, 
Alliance,  O  * 

A  good  watch  is  a  faithful  friend  and 
Its  the  sort  of  friend  every  business  man 
and  business  woman  needs.    We  can  sell 
you  a  timepiece  that  will  prove  itself  a 
truly     dependable     companion.       We've 
been   selling  watches   for  years   and  we 
know  just  what  it  takes  to  make  them 
deserve  that  adjective-dependable.     We 
should  be  very  glad  to  have  a  talk  with 
you  on  the  subject  and  to  show  you  our 
great  stock-incomparably   the  finest  in 
the  South.-3/ai«r  ^  Berkele,  Atlanta, 

Watches.-People  who  want  good,  re- 
liable  watches  will  find  in  my  stock  the 
products  of  the  best  European  and 
American  factories.  When  you  buy  a 
watch  from  me  you  have  absolute  assur- 
ance that  it  will  serve  you  satisfactory. 
My  guarantee  covers  all  points,  and  I 
want  it  understood  that  it  is  a  guarantee 
that  means  something.-F.  M.  Powers, 
Youngstown,  Ohio. 

We  pride  ourselves  on  the  complete- 
ness of  the  "Feagans"  watch  line. 
Movements  from  the  greatest  makers 
known  the  worid  over  for  accuracy  and 
reliability.— G^eo.  E.  Feagans,  Joliet,  111, 

In  this  era  of  women  in  business,  ev- 

JEWELRY- 


ery  business  woman  and  giri  should  own 
a  watch-and   for  that  matter,  a  watch 
IS  a  gift  sure  to  be  prized  by  anybody. 
To-days    word    is   of   better   than    good 
values    in    watches    of    approved    good 
movements,"  hedged  about  by  the  mak- 
ers  guarantee,  backed  by  ours.     Do  you 
need  a  reliable  watch,  or  know  some  one 
who    does.— Gimbel   Bros.,   Philadelphia. 

Marcel  Watches  are  the  best  vou  can 
buy.  They  are  made  especially  for  us— 
the  result  of  long  experiment  in  endeavor 
to  get  a  thoroughly  high-grade  Watch 
for  less  than  the  usual  price.  We  stand 
back  of  the  «  Marcel "  Watches  in  everv 
respect-and  they  cost  about  a  third  less 
than  other  Watches  as  ^ood.— Frederick 
Loeser  ^  Co.,  Brooklyn,  N,  Y. 

In  a  Hurry?— Well,  yesterday  we  sold 
a  very  particular  man  a  fine  watch  and 
chain  m  eleven  minutes.  Could  do  some 
better  with  the  watches  we  are  selling  at 
our  clearance  sale  price.  It  takes  but 
little  time  to  decide  which  you  want 
when  you  see  them.-CAa*.  E.  Rose,  Tel- 
lunde.  Col. 

Honest  Watch  Work.-The  science  of 
watch    repairing   is    only   comprehended 
by  the  man  who  understands  how  to  make 
a  watch.     The  man  who  can  successfully 
solder  a  ring  may  spoil  a  splendid  watch 
in  less  time  than  it  takes  to  tell  it.    The 
great  success  we  have  attained  in  watch 
repairing  comes  because  we  employ  only 
the    most    skillful    watch    makers.-Gr/- 
neva    Watch  and   Optical  Co.,  Log  An- 
geles, Cal. 

Buy  a  Watch.— Buy  as  good  a  case  as 
you  can  afford,  but  first  get  a  movement 
which    will    be    accurate.      AH    watches 
recommended  and  sold  by  the  George  H 
Ford  Company  are  the  best  timekeepers 
made  in  the  vforld.-New  Haven,  Conn, 
Time  is  precious,  and  so  is  a  reliable 
timepiece.      Watches    and    clocks    pur- 
chased  at  Parker's  are  always  accurate 
timekeepers  and  require  the  least  repairs 
with  ordinary  careful  usage.     They  can 
always    be   depended   on.--Parke/s,   La 
Crosse,  Wis, 

The  mainspring  is  not  the  only  thing 
that  gets  out  of  order  in  a  watch.  There 
are  wheels,  pivots,  jewels  and  lots  of 
other  parts  that  need  looking  after  But 
no  matter  what  the  trouble  be,  I  can  find 
It  and  make  it  right,  and  would  like  to 
prove  this  on  yours.-^.  Jette,  Lancas- 
ter.  Pa. 

Watches  are  like  oysters-you  should 
not  judge  the  inside  by  the  shell.  As 
well  try  to  tell  the  kind  of  tobacco  a 
man  chews  by  looking  at  the  box  he  car- 
ries it  m.-/.  H,  Lehson,  Butte,  Mont. 
■WATCHES 


CUT  GLASS 


Cut  ^ass  makes  a  very  acceptable  gift. 
We  make  this  line  a  particular  study, 
and  if  you  want  a  gift  in  the  near  fu- 
ture, we  will  be  pleased  to  show  our 
new  goods. — H.  Watson  ^  Co.,  Saginaw. 

**  Wiss  cut  glass  ** — the  sort  that's  sure 
to  please. — J.   Wiss  ^  Sons,  Newark. 

My  stars!  W^hat  beautiful  cut  glass!! 
— And  to  think  of  it,  such  ridiculously 
low  prices ! 

That  sugar  and  cream  set  $4.80?  Why, 
I  paid  $6  for  a  set  not  half  as  handsome. 
I'll  surely  buy  my  cut  glass  at  this 
store  in  the  future.  Cut  glass  puff  bowls 
with  puff,  $1.35.  Lots  of  other  nice 
articles  at  very  moderate  prices. — Heintz, 
Lexington,  Kg. 

Cut  glass  vases. — Whether  it  is  the 
low,  squat,  richly  cut  center  piece  or  the 
tall  cylinder,  with  prism  cuttings,  the 
glass  vase  is  an  effective  part  of  the 
modern  scheme  of  household  decoration. 
Our  line,  which  represents  the  leading 
factories,  gives  you  a  choice  of  the  latest 
shapes  and  the  newest  cuttings  in  many 
different  sizes.— C.  E.  Oxford  §■  Co.,  Fall 
River,  Mass, 

When  you  buy  Egginton  cut  glass  you 
buy  the  best  the  world  produces.  It 
stands  pre-eminent  for  purity,  brilliancy 
and  exclusiveness  of  design;  the  only 
glass  made  that  its  high  polish  is  guar- 
anteed permanently.  Our  stock  is  brim- 
ful of  everything  new  and  our  prices 
cannot  be  duplicated. —S.  Jacobs  ^  Co., 
Minneapolis,  Minn. 

"  Yes,  it  is  beautiful,  because  it  is 
beautiful." — Guy  de  Maupassant. 

What  more  can  be  said  about  cut 
glass?  It  sparkles  like  diamonds,  and 
in  richness  rivals  the  radiance  of  gold. 
A  liberal  variety  is  ready  for  you  to- 
day.— Goldthait  ^  Sons  Co.,  Marion,  Ind, 

Artistic  and  most  beautiful  cut  glass. 
— We  can  in  no  way  explain  the  quality 
and  l)eauty  of  our  cut  glass;  it  must  be 
seen  to  be  fully  appreciated.  Every 
piece  is  of  the  prettiest  and  latest  de- 
sign. Cut  glass  is  most  acceptable  for 
any  gift,  be  it  a  wedding  or  a  birth- 
day. We  can  surely  suit  you  in  regard 
to  price,  as  we  have  every  shape  imagin- 
able.— Morley   Brothers,  Saginaw,  Mi^h. 

Cut  crystal  bowl.  Our  cut  crystal  room 
is  now  at  its  best,  many  new  pieces  hav- 
ing been  added  within  the  last  few  days; 
so  many  of  our  customers  expressed  their 

CUT 


regret  at  not  being  able  to  secure  one 
of  our  cut  glass  bowls  that  we  offered 
a  short  time  ago,  that  we  have  decided 
to  offer  to-morrow  18  more;  remember 
this  is  a  regular  $8  cut  crystal  bowl  with 
the  name  of  the  best  American  maker. 
— M.  A.  Murray  ^  Co.,  Toronto,  Can. 

Useful  cut  glass  articles. — Our  cut 
glass  has  always  borne  the  reputation 
of  being  the  clearest  and  most  brilliant 
to  be  found. — Henry  Kohn  ^  Sons, 
Hartford,  Conn. 

Cut  glass  for  New  Year's  table  very 
moderately  priced.  There  is  nothing  so 
attractive  and  decorative  on  a  table  as 
cut  glass.  There  is  no  cut  glass  quite 
so  beautiful  as  that  made  in  our  factory 
and  nowhere  is  such  high-grade  cut 
glass  sold  at  such  low  prices.  That  is 
why  we  sell  more  than  any  two  other 
Brooklyn  stores  combined.  We  have 
beaten  all  records  this  month. — Abraham 
^  Straus,  Brooklyn,  N.  Y. 

Forty-three  barrels — about  two-thirds 
of  the  lot — were  unpacked  yesterday  and 
are  shown  for  the  first  this  morning.  The 
rest  of  the  shipment  will  arrive  in  a 
day  or  so.  Corning  is  to  cut  glass  pretty 
much  what  Sterling  is  to  silver.  Eras- 
tus  Corning  is  long  since  dead,  but  the 
town  of  Corning,  N.  Y.,  is  named  after 
him,  and  the  best  of  cut  glass  in  the 
world  is  made  in  his  native  place.  Not 
only  do  they  cut  the  glass  there,  but 
they  manufacture  the  original  blanks 
as  well.  This  special  lot,  which  we  offer 
to-day,  comes  from  the  oldest  and  best 
factory  in  Corning.  Many  shapes  have 
been  designed  only  within  the  last  few 
months.  The  cutting  has  been  done 
within  the  last  few  weeks.  It  is  the 
very  latest  on  the  market.  All  of  the 
glass  has  been  finished  by  hand.  In 
variety  and  quality  and  reasonableness 
of  prices,  the  sale,  you  will  see  for  your- 
self, is  a  little  beyond  anything  we  have 
ever  been  able  to  offer.  There  are  many 
large  flower  vases,  pitchers  and  punch 
bowls  at  exactly  half  the  regular  price. 
The  other  dishes  are  one-third  under  the 
regular  cost.  Only  medium  and  fine 
grades  are  made  by  this  manufacturer, 
and  only  these  are  represented  in  this 
sale.  With  such  an  opportunity,  it  is  not 
too  early  to  think  of  October  weddings 
and  even  Christmas,  is  it? — The  Wana- 
maker  Store,  Philadelphia,  Pa, 

GLASS 


i 


4S 


JEWELRY    ADVERTISING 


I 


Trenton's  only  cut  glass  store.     Rich 
and    sparkling   Christmas    presents.      It 
would  be  a  task  indeed,  to  select  a  finer 
or  more  acceptable  present  than  a  piece 
or  set  of  genuine  cut  glass  ware— always 
rich,  rare  and  beautiful  as  well  as  useful. 
Our  assortment,  which  is  large,  consists 
of  the  finest  cut  glass  the  world  produces 
--Libby's.     It  is  cut  over  the  finest  fiint 
blanks  which  produces  the  most  radiant 
and  sparkling  cut  glass.     Never  did  our 
shelves  glow  with  a  larger  variety  and 
designs— a   beautiful    sight,    indeed— the 
famous  Hob  Nail  designs  with  its  myri- 
ads of  little  sparkling  squares  are  well 
represented.— A'au/wjan'*,  Trenton,  N.  Y, 
The  finest  cut  glass  for  Christmas  at 
unmatchable  prices.    This  cut  glass  store 
has   more    bep.utiful   designs   on   display 
and  in  reserve  than  any  two  other  Brook- 
lyn stores  combined.     The  most  of  it  is 
manufactured  in  our  world  famous  fac- 
tory  in   Manhattan   and   has   won   first 
prize  on  every  count  in  every  World's 
Fair  where  it  has  been  exhibited.    Com- 
ing direct  from  the  factory  to  you  ac- 
counts in  part  for  the  remarkable  pric- 
ing, but  all  the  other  famous  makers  are 
attracted  by  our  incomparably  great  busi- 
ness and  are  represented  in  the  showing  at 
concessions  in  price.— ^6 ra^am  ^  Straus, 
Brooklyn,  N.  Y. 

^  Buy     cut     glass     now.       Have     you 
"sparkled   up"  your  china  closet  with 
some  of  these  pieces?    If  not,  don't  you 
really  think  you  are  missing  an  oppor- 
tunity seldom  equaled?     Remember,  you 
are    not   being   asked    cut    glass   prices, 
for  every  item  is  marked  'way  down  as 
compared  with  any  cut  glass  any  place. 
This  is  an  unusual  sale.     It's  not  a  com- 
mon one,  you'll  admit,  and  it  has  caused 
a   furore   among  cut   glass   buyers— has 
awakened  them  to  the  fact  that  money 
spent  here  for  this  exquisite  ware  is  a 
positive    investment.      Better    have    the 
wedding  gift,  or  even  the  gifts  for  next 
Christmas,  laid  aside  for  you  now,  for 
every  day's  selling  lessens  your  chance  to 
select    the    "scintillating    beauty"    you 
would  most  wish.— TAe  Crews-Beggs  Co., 
Pueblo,  Colo, 

A  remarkable  offering  of  fine  new  cut 
glass.     We  have  just  received   a  ship- 
ment  of   beautiful    new   pieces   of   cut 
glass  from  a  factory  that  is  anxious  to 
do  more  business  with  us.     That  means 
that  we  have  secured  very  decided  price- 
advantages,  and  we  turn  them  over  im- 
mediately to  our  public.    The  pieces  are 
in  handsome  shapes,  and  the  cutting  is 
very  beautifully  done.     To  illustrate  the 
values,  the  lot  includes  about  ninety  ten- 
inch  Nappies,  so  large  that  they  might 
fairly  be  called  bowls  for  salads,  sliced 

CUT 


tomatoes  or  fruit.  They  would  regularly 
be  worth  $7.50;  these  are  $4.50  each. 
The  same  proportionate  values  go  all 
the  way  down  the  line.— /oA/i  Wanama- 
ker,  yew  York,  X  Y, 

One  of  the  largest  and  finest  factories 
in    the    country    came    for    Wanamaker 
help  m  disposing  of  this  tremendous  sur- 
plus of  cut  glass.     Of  course  it  won't 
spoil;    and    the   pieces    are    among    the 
most   beautiful  cuttings   on   the   market 
to-day.      But    the    goods    must   be    dis- 
tributed or  people  laid  off  at  the   fac- 
tory.    The  thousands  of  June  weddings 
suggested    relief,    if    the    thousands    of 
givers  of   gifts   could   be   quickly   inter- 
ested.    The  Wanamaker  stores,  in  New 
York    and    Philadelphia,    presented    the 
only  means  to  reach  them  quickly,  and 
serve  the   thousands   that   were   sure   to 
respond.     Prices   on   the  entire   variety 
of  pieces  in  this  tremendous  stock  were 
cut   a   third   to   a   half   below   the   real 
value  of  the  wares.     And  we  undertook 
the  distribution.     The  way  prices  aver- 
age up,  you  can  give  a  present  of  cut 
glass  worth  $100  for  an  outlay  of  $60— 
or  you  can  fill  your  own  cut  glass  cabi- 
net at  the  same  handsome  saving.     And 
the   cut   glass?     The  maker  of  it   was 
awarded  the  grand  prize  at  the  St.  Louis 
Exposition.    His  cuttings,  in  these  iden- 
tical shapes  and  patterns,  compose  the 
stocks   proudly   shown   in   good  jewelry 
stores   and   best   china   and   glass  stores 
all  over  the  United  States— and  nowhere 
else  is  there  a  thought  of  selling  these 
new,  perfect,  exquisite  wares  under-price. 
The  offering  is  doubly  extraordinary  be- 
cause the  variety  of  pieces  and  patterns 
is  greater  than  is  shown  in  any  regular 
stocks  anywhere— making  superb  and  un- 
usual selection.— JoAn  Wanamaker,  yew 
York,  y,  Y. 

Not  many  years  ago  the  price  of  cut 
glass    was    almost    prohibitive.      It    was 
only  bought   for  special  occasions,  such 
as  weddings  or  crj-stal  anniversaries,  and 
a  small  piece  was  looked  upon  with  awe 
even  at  such  events.    Recently,  prompted 
by   the  craze   for  cut   glass,*  many   new 
factories   have   started    up   and    the    re- 
sult of  this  competition  was  the  creation 
of  hundreds  of  cuttings  where  there  had 
been  dozens  before,  and  the  reduction  in 
price   of   "cut   glass"   that    admits    of 
its   purchase   by   the   average   housewife 
for  her  own  use  as  well  as  for  presents. 
We  have  anticipated  the  unusually  large 
demand  and  are  displaying  hundreds  of 
pieces    of    "cut    glass,'''    which    includes 
every  known  article  for  up-to-date  table 
service.     A  very  popular  scale  of  pric- 
ing is  maintained  throughout  the  line. 

Mcyamara  4-  Harding,  Binghamton, 
GLASS 


'If 


JEWELRY    ADVERTISING 


43 


You  wouldn't  give  plated  table  silver 
as  a  wedding  gift  and  expect  the  bride 
to  prize  it  as  highly  as  she  would  ster- 
ling ware?  Poor  quality  cut  glass  is 
even  worse  than  plated  table  silver  be- 
cause the  sham  is  more  apparent  at  first 
sight — shallow  cutting,  lack  of  unifor- 
mity in  design  and  almost  total  lack  of 
crystal  luster.  At  regular  intervals  great 
quantities  of  inferior  quality  cut  glass 
are  heaped  upon  the  retail  markets  for 
special  sale  purposes — to  compete,  in 
price  only,  with  such  standard  quality 
ware  as  "  Straus  "  cut  glass.  "  Straus  " 
cut  glass  is  a  product  of  Macy's  own 
cutting  shops.  At  the  World's  Fair  it 
was  awarded  highest  honors — and  since 
that  time  the  standard  has  been  main- 
tained and  bettered  wherever  possible. 
Don't  buy  second-rate  cut  glass — even  for 
a  less-than-lukewarm  friend.  "  Straus  " 
ware — prize-winning  and  prize-meriting 
ware — costs  even  less  than  second-rate 
ware  sells  for  in  special  sales  else- 
where. From  our  factory  to  your  crys- 
tal closet — the  shortest  and  most  eco- 
nomical route  it  could  possibly  take.  The 
sale  announced  in  Sunday's  papers  offers 
most  inviting  opportunities.  We  urge 
vou  to  make  comparisons. — Macy's,  yew 
York, 

Cut  glass  20  per  cent.  less. — In  our 
cut  glass  and  bric-a-brac  department, 
third  floor,  east,  there  are  hundreds  of 
pieces  of  finest  cut  glass  at  prices  that 
mean  a  saving  of  20  per  cent,  over  and 
above  the  prices  usually  charged  for  this 
l>eautiful  material.  What  more  beauti- 
ful as  a  gift  to  the  June  bride  than  an 
at  the  practical  side  of  the  matter  and 
article  of  cut  glass?  And  why  not  look 
make  your  purchase  where  and  when 
prices  are  lowest? — Joseph  Home  Co., 
Pittsburg,  Pa. 

A  cut  in  cut  glass.  How  can  we  cut 
cut  glass?  By  buying  right  you  get  the 
benefit  of  our  purchase.  Nothing  adds 
more  in  the  attractiveness  of  a  home  than 
well  selected  cut  glass,  and  some  way 
or  other  things  always  taste  better  when 
drunk  out  of  cut  glass.  You  wouldn't 
like  to  serve  champagne  to  your  guests 
in  a  five-pound  lard  pail.  It  might  not 
hurt  the  lard  pail  or  injure  your  guests. 
The  wine  might  even  taste  well,  but  still 
it  wouldn't  be  good  taste.  Cut  glass  will 
last  forever  if  well  cared  for.  Don't 
use  it  to  drive  nails  with — a  hammer 
or  ax  is  just  as  cheap  and  will  last 
longer.  We  have  some  of  the  daintiest 
and  most  artistic  designs  ever  offered. 
Call  while  our  stock  is  complete.  Just 
look  at  a  few  of  the  cuts.  Phioso,  Jac- 
quemenoit,  Mayflower,  Harwood,  Meteor, 
Columbia,  Genoa,  Clarione,  Galatea,  Bar- 

CUT 


oness.  Queen,  Mona,  Roman,  Camelia, 
Hyacinth,  W^ordsworth  San  Mateo  Iris, 
Waldorf,  Florentine.  —  Murgittroyd's, 
Spokane,  Wash. 

"  June  bride "  sale  of  cut  glass  in- 
volves wares  on  main  floor  tables,  as  well 
as  the  unequaled  collection  in  the  crys- 
tal room  in  the  basement.  Our  own 
cutters  established  the  standard  of  qual- 
ity in  the  specimens  that  were  awarded 
first  prize  at  the  Chicago  World's  Fair, 
and  that  standard  has  since  been  main- 
tained religiously.  How  we  maintain  it 
you  understand  after  a  visit  to  our  glass- 
cutting  shops  on  the  eighth  floor. — 
Macy's,  yew  York. 

This  is  certainly  the  most  startling 
example  of  low  pricing  in  retail  history. 
If  there  were  only  a  few  pieces  of  this 
rich,  magnificently  cut,  brilliantly  pol- 
ished glass  at  these  unheard  of  prices, 
it  would  he  a  remarkable  event;  but 
to-morrow  thousands  of  new  pieces  will 
be  added  of  the  finest  quality  at  even 
bewildering  prices.  In  magnitude  of 
piece  compared  by  piece,  value  for  value, 
this  event  dwarfs  all  others  into  insig- 
nificance.— Abraham  ^  Straus,  Brook- 
lyn, y,  Y, 

Final  offers  on  cut  glass  and  lamps. 
The  great  sale  in  the  basement  is  draw- 
ing toward  its  close.  We  have  never 
sold  such  fine  cut  glass  for  so  little  and 
never  sold  so  much  as  during  this  Febru- 
ary event.  The  last  pricing  for  this  sale, 
including  many  unusual  values  in  fine 
lamps,  is  given  below.  After  February 
old  prices  will  be  resumed. — Abraham 
(§•  Straus,  Brooklyn,  y,  Y, 

Hawkes  cut  glass  (sold  in  Salem  by 
the  Barr  Store  only)  is  one  of  the  most 
exquisite  productions  of  American  in- 
dustrial art.  Connoisseurs  are  agreed 
that  no  other  cut  glass  has  attained  quite 
so  high  a  degree  of  artistic  perfection. 
In  purity  and  brilliancy  of  color  it 
is  unexcelled.  Many  kinds  of  cut  glass 
are  not  a  clear  white,  but  have  a  yel- 
lowish or  pinkish  tint.  Hawkes  is  as 
clear  and  sparkling  as  crystal.  Its  de- 
signs and  patterns  are  as  beautiful  as 
can  be  produced  by  the  most  skilled 
artisans.  Its  cuttings  are  sharp  and  pol- 
ished with  perfect  evenness.- -Barr*^  JeiO' 
elry  Store,  Salem,  Ore. 

Do  you  realize  that  in  buying  cut 
glass,  especially  the  kind  we  sell,  you 
are  securing  not  only  articles  of  use,  but 
artistic  beauty  as  well?  Cut  glass  con- 
veys an  idea  of  taste  and  richness  on 
any  table  or  sideboard.  See  our  large 
stock  at  reasonable  prices,  considering 
superior  quality. — Klune  ^  Floberg,  Sac- 
ramento, Cat, 

GLASS 


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44 


JEWELRY    ADVERTISING 


f 


Loeser's  is  recognized  throughout  the 
trade  as  the  largest  handlers  of  really 
fine  cut  glass  and  concessions  in  price 
are  made  because  of  that  fact.  More 
than  one  factory  has  kept  the  wheels 
a-humming  during  the  dull  period  of 
summer  by  Loeser  orders.— Frederick 
Loeser  4-  Co.,  Brooklyn,  N.  Y. 

Cut  glass.  No  finer  crj'stal  blocks 
are  cut  than  those  we  are  showing,  and 
the  patterns  are  rich — very  rich.  Prices 
are  below  the  usual.— TAe  Wanamaker 
Store,  Philadelphia,  Pa. 

Our  cut  glass  department  is  acknowl- 
edged by  connoisseurs  to  be  the  finest 
in  the  city.  It  contains  everything  in 
rich  cut  glass,  from  the  little  salt  tub 
to  the  stately  and  magnificent  punch 
bowl.  It  is  clear,  brilliant  and  flaw- 
less, being  cut  from  the  finest  quality 
of  crystal.  Our  immense  stock  of  this 
beautiful  ware  must  be  seen  to  be  ap- 
preciated. , .  Every  piece  is  marked  in 
large,  plain  figures,  with  a  price  as  al- 
luring as  the  article  itself.— Mul ford, 
Memphis,  Tenn. 

People  on  the  lookout  for  something 
entirely  new  for  the  bride  who  will  get 
everything  else  will  be  delighted  with 
these  graceful  long  handled  baskets  of 
exquisite  cut  glass.  The  Loeser  cut 
glass  store  has  an  established  reputation 
that  needs  no  exploiting.  We  have  a 
particularly  fine  collection  just  now  of 
these  new  cut  glass  baskets,  in  a  great 
variety  of  sizes  and  patterns,  richly  cut, 
upon  beautiful,  clear  white  glass.  They 
range  from  dainty  little  baskets  for  vio- 
lets or  bonbons  up  to  superb  fruit  and 
flower  baskets  for  formal  dinner  decora- 
tions.— Frederick  Loeser  ^  Co.,  Brook- 
lyn, X,  y. 

We  carry  a  complete  stock  of  choicest 
cut  glass — of  unusual  fineness  and  daz- 
zling brilliancy.  It's  surprising  how 
many  diff'erent  qualities  of  cut  glass 
there  are.  It  requires  the  greatest  skill 
to  get  the  finest  eff'ects,  and  the  largest 
experience  to  make  the  deep  cutting  pe- 
culiar to  the  highest  grades.— Robt. 
Wriffht  ^'  Co.,  Brockville,  Ont. 

To  set  up  housekeeping  there  is  noth- 
ing more  essential  than  plenty  of  cut 
glass,  and  nothing  the  bride  and  bride- 
groom take  more  pride  in  among  their 
wedding  presents.  Our  cut  glass  dis- 
play is  specially  meant  for  the  spring 
weddings,  and  every  piece  is  an  indi- 
vidual art  work,  the  conscientious  product 
of  Libbey  manufacture. — Davis  ^  Free- 
man,  Atlanta,  Oa. 

For  June  gifts,  our  stock  of  jewelry 
afl'ords  a  wide  range  of  choice.  A  beau- 
tiful assortment  of  pieces  in  solid  gold, 

CUT   G 


mounted  with  sparkling  gems— for  brides, 
for  those  whose  birthdays  fall  in  June, 
and  for  school  and  college  graduates. 
It's  safe  to  say  that  no  other  collection 
of  solid  silver  and  cut  glass  in  Buffalo 
offers  you  so  wide  a  choice  of  rich  and 
beautiful  gift  things  at  such  reasonable 
prices.— r.  C.  Tanke,  Bufalo,  N.  Y. 

Cut  glass  tableware.— A  few  pieces 
of  cut  glass  give  an  air  of  richness  and 
elegance  to  a  table;  and  while  it  is  true 
that  they  are  somewhat  of  a  luxury;  for 
those  who  can  afford  them  the  following 
items  present  some  very  choice  values. — 
Hamburgei-'s,  Los  Angeles,  Cal. 

We  have  just  received  our  first  fall 
importation  of  Austrian  gold  glassware. 
This  ware  is  artistically  cut  and  the  de- 
signs filled  in  with  gold  decorations. 
It  makes  choice  wedding  gifts  and  is 
very  reasonably  priced.— Woodward  ^ 
Lathrop,   Washington,  D.  C. 

The  magnificent  display  of  cut  glass 
revealed  on  the  opening  of  our  new 
store,  was  without  parallel  in  the  his- 
tory of  Peoria.  Those  who  attended  the 
opening  were  unanimous  on  that  point. 
While  the  collection  includes  plenty  of 
inexpensive  pieces,  there  is  nothing 
"  cheap  "  looking  about  any  one  of  them. 
Each  is  an  excellent  example  of  the 
newest  ideas  in  cutting,  and  possesses 
a  richly  beautiful  polish.— F.  H.  Pfief- 
fer  Crockery  Co.,  Peoria,  III. 

We  are  selling  agents  in  Baraboo  for 
the  celebrated  Hawkes  &  Co.,  cut  glass, 
famous  everywhere  for  its  exquisite  de- 
signs, its  deep  cutting,  brilliancy  of  fin- 
ish and  its  general  rich  appearance.  A 
piece  of  cut  glass,  however  small,  is 
always  a  refined  gift  for  wedding  or 
anniversary  event.  We  show  a  delightful 
display  of  water  jugs,  tumblers,  berry 
bowls,  bonbon  dishes,  vinegar  cruets, 
salt  and  pepper  sets,  cream  and  sugar 
and  other  articles,  at  extremely  reason- 
able prices.—/.  B.  Donovan  ^  Co.,  Bara* 
boo.   Wis. 

For  quality,  beauty  of  design,  brilliancy 
and  general  excellence,  no  cut  glass  in 
America  equals  that  which  is  produced 
in  our  own  glass  works  in  New  York, 
and  which  is  offered  to  you  to-morrow 
at  decided  reductions  from  our  regular 
lowest  prices. — Snellenburg's,  PhiladeU 
phia.  Pa. 

There  still  remain  a  number  of  choice 
pieces  in  our  lines  of  cut  glass  upon 
which  we  made  the  reduction  of  one- 
third.  We  advise  you  to  get  in  early 
to-day  and  avail  yourself  of  this  oppor- 
tunity. Remember,  these  prices  will  be 
in  force. — H.  F.  Vollmer  ^  Co.,  Los  An- 
geles, Cal. 

LASS 


JEWELRY    ADVERTISING 


45 


We  are  offering  an  excellent  assort- 
ment of  complete  breakfast,  dinner  and 
tea  services  of  exquisite  Dresden  china. 
The  elegance  and  distinctiveness  of  this 
ware  make  it  especially  suitable  for  the 
entertaining  season.  All  the  various  pat- 
terns are  sold  as  open  stock,  enabling 
the  purchaser  to  secure  any  desired  num- 
ber of  pieces. — Dulin  §;  Martin  Co,, 
Washington,  D,  C. 

We  are  now  showing  a  collection  of 
rich  cut  glass  that  is  unparalleled  in 
many  respects.  The  choicest  productions 
of  every  maker  of  note  are  here.  The 
newest  and  most  artistic  shapes — the 
richest  and  deepest  cuttings  in  pieces  for 
every  use,  affording  rare  opportunities 
for  the  selection  of  handsome  bridal 
gifts.  Greatness  of  variety  is  also. — 
Dulin  ^  Martin  Co.,  Washington,  D,  C. 

Cut  glassware.  Those  who  did  not  pro- 
cure cut  glassware  on  the  liberal  terms 
which  this  crockery  store  quoted  last 
week  will  have  an  opportunity  to  do  so 
to-day.  While  it  is  evident  that  the 
offer  was  greatly  appreciated,  from  the 
fact  that  many  pieces  took  speedy  de- 
parture, there  is  a  very  fair  assortment 
left  for  to-day's  choosing.  It  is  a  man- 
ufacturer's accumulation  which  we 
bought  on  such  terms  as  to  enable  us  to 
pass  it  out  to  you  at  considerably  less 
than  usual  cost  to  us.  Every  piece  is 
perfect,  and  cuttings  are  all  fine  and 
rich. — Sibley,  Lindsay  ^  Curr  Co.,  Rock' 
titer,  N.  Y. 

Cut  glass  of  high  quality.  Wiss  su- 
perb cut  glass  has  attained  a  high  repu- 
tation. There  is  a  clearness  to  it,  a 
scintillating  beauty  that  marks  the  high- 
est ideal  in  the  art  of  glass-cutting.  The 
depth  of  cutting  and  excellence  of  finish 
give  it  a  brilliancy  that  fairly  radiates 
with  all  the  shades  and  tints  of  a  sum- 
mer rainbow.  The  designs  and  patterns 
are  strikingly  rich  and  artistic  and  in- 
clude many  novelties.  And  the  prices 
are  such  as  place  fine  cut  glass  within 
the  reach  of  every  one.  We  append  a 
few  hints  and  prices. — J,  Wiss  ^  Sons, 
Newark,  y.  J. 

Libbey  cut  glass.  W^e  are  exclusive 
agents  in  Southern  California  for  this 
favorite  cut  glass.  By  the  way,  it  will 
pay  you  to  visit  our  cut  glass  room 
— a  magnificent  show  room.  New  pieces 
are  being  added  almost  daily  now. — 
Parmelee   Dohrmann   Co.,  Los  Angeles. 

A  piece  or  two  of  sparkling  cut  glass 
greatly  adds  to  the  elegance  of  the 
feast  table.  We  are  sole  Trenton  agents 
for  the  Libbey — the  aristocracy  of  the 
cut  glass  world.  So  extensive  is  our 
display    that   whatever   is   made   in    cut 

CUT 


glass  at  all  you  will  find  here  repre- 
sented. The  extensiveness  of  our  stock 
means  large  purchases,  and  large  pur- 
chases means  a  big  saving  in  the  whole- 
sale prices  and  consequently  lowest  prices 
to  our  patrons  for  the  world's  most  bril- 
liant, deeply,  artistically  cut,  richly  de- 
signed cut  glass. — Kaufman's,  Trenton. 

Pretty  cut  glass.  A  vase  with  rich, 
deep  cutting;  a  berry  bowl;  a  celery  tray; 
a  vinegar  cruet;  we  have  so  many  pretty 
things  in  this  line  we  scarcely  know 
where  to  begin.  We  suggest  that  you 
come  in  and  see  the  new  pretty  things 
in  cut  glass  for  yourself. — Schacht  4* 
Riorden,  Jewelers,  Spokane,  Wash. 

New  beautiful  cut  glass.  The  exqui- 
site designs  we  have  just  imported  in 
fine  cut  glass  are  a  revelation.  The  en- 
trancing beauty  of  these  charmingly  cut 
patterns  will  appeal  to  the  artistic. 
Every  reflection  of  color  and  light  seems 
concentrated  into  the  beautiful  gems  sa 
finely  wrought.  The  exhibition  contain* 
novelties  of  a  very  fine  degree,  consist- 
ing of  some  of  the  most  beautiful  ware 
that  it  is  possible  to  conceive  of. — Hud- 
son's Bay  Store,   Winnipeg,  Can, 

Nothing  excels  cut  glass  for  gifts.  Of 
all  the  lovely  presents  prized  by  ladies, 
nothing  matches  elegant  cut  glass.  Be- 
sides being  very  beautiful  it  is  ever- 
lasting, except  one  risk  of  breaking.  It 
sets  off  the  dining-room,  buffet  or  table 
or  the  dresser  in  fine  shape.  Ours  is 
a  dazzling  display,  resplendent  in  rich 
variety,  at  prices  remarkably  low.  We 
have  much  pride  in  showing  the  stock. — 
Robert  P.  Kiep,  Joliet,  III. 

The  basic  element  of  cut  glass  value 
is  quality — design  and  workmanship.  To 
the  best  made  in  America  (that  means 
best  in  the  world)  do  we  spend  our  ef- 
forts. Whether  your  desire  be  for  sal- 
ads, berry  bowls,  nappies,  water  pitch- 
ers, tumblers,  cream  and  sugars,  and  the 
many  other  small  pieces,  you'll  find  the 
assortment  shown  here  of  the  very  high- 
est standard  of  quality,  including  the 
well-known  Hawkes  ware. — Kirby  <|*  Son, 
Xew  Haven,  Conn. 

Cut  glass  for  Christmas  gifts.  Every 
lady  is  a  lover  of  cut  glass.  Nothing 
more  beautiful  for  decorating  the  table 
and  nothing  you  can  give  which  will 
be  more  appreciated  for  a  Christmas 
present.  When,  therefore,  you  have  an 
opportunity  to  buy  rich  cut  glass  at  a 
saving  of  from  one-fourth  to  one-half, 
you  will  surely  want  to  take  advantage 
of  it.  Brief  particulars  of  the  pieces 
offered  in  this  sale  follow,  but  you  must 
see  the  articles  themselves  to  properly 
appreciate  their  values. — Geo.  B.  Peck 
Dry  Goods  Co.,  Kansas  City,  Mo. 

GLASS 


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JEWELRY   ADVERTISING 


BRIC-A-BRAC 


: 


I 


Hop,  skip,  jump!  It  is  only  a  few 
days  since  a  quantity  of  decorative  pot- 
tery from  Belgium  marched  into  our 
art  room.  One-half  the  collection  has 
been  sold  already.  The  quick  movement 
is  due  to  the  fitness  of  the  goods  for 
country  home  decoration.  The  material 
is  common  clay,  the  designs  are  formed 
by  hand,  and  the  strong  colors  are 
created  by  the  flowing  glaze.  Rugged  in 
effect,  graceful  in  form,  effective  in 
color — each  piece  is  unique. — Wanamak- 
er's,  yew  York. 

Bric-a-brac  and  tablewares  at  prices 
as  low  as  the  wares  are  pretty.— If  such 
offerings  as  these  were  made  in  April 
or  October  the  counters  would  be 
stripped  as  fast  as  the  wares  were  shown. 
It  is  only  because  so  many  thousands 
of  the  housekeepers  who  love  these 
beauty  things  are  away  from  the  city. 
— Wanamaker^s,  New  York. 

Refined,  cultivated  feminine  taste  re- 
quires dainty  bric-a-brac  and  tableware 
to  give  an  air  of  elegance  to  home  fur- 
nishings— and  but  few  wares  are  so  gen- 
erally admired  as  Wedgwood.  One-third 
to  one-half  off  regular  prices  means  quite 
a  saving  on  such  artistic  ware  and  this 
sale  affords  a  matchless  opportunity  for 
you  to  gratify  your  tastes  at  prices 
usually  paid  for  inferior  wares  both  in 
quality  and  artistic  eflfect— Zfam6i<r- 
ger's,  Los  Angeles,  Cat. 

The  scope  and  usefulness  of  our  china, 
glassware  and  bric-a-brac  store  could  at 
no  time  be  better  demonstrated  than 
now.  A  thousand  and  one  suggestions 
greet  you  here  at  every  turn.  So  if  you 
are  in  a  quandary  as  to  what  to  give,  a 
definite  conclusion  can  be  reached  in 
short  order.  Ours  is  a  stock  that  the 
tasteful  housekeeper  and  the  art  connois- 
seur loves  to  roam  through  and  the  eco- 
nomical minded,  too,  will  find  it  a  source 
of  pleasure  to  come  here,  as  pricings 
are  on  a  most  conservative  basis;  in  fact, 
they  are  not  to  be  matched.— iCaM/wiann'*, 
Pittsburg,  Pa. 

From  our  notable  collection,  including 
many  of  the  master  productions  of  the 
modern  school  of  art,  we  have  selected 
a  superb  array  for  this  unusual  value- 
giving  event.  The  wide  variety  of  sub- 
jects of  artistic  merit  should  attract 
every  lover  of  the  beautiful,  while  the 
extraordinary  low  price  range  makes  pos- 
sible an  elegant  and  most  acceptable  wed- 

BRIC-A- 


ding  gift  at  a  great  saving  to  the  ^mt^ 
chaser.— Jordan-Marsh  Co.,  Boston, 

Fine  china,  cut  glass  and  bric-a-brac. 
No  fall  sale  was  ever  so  important 
Never  before  has  such  an  extensive  dis- 
play of  superior  quality  wares  been  as- 
sembled under  one  roof.— Siegel-Cooper 
Co.,  New  York. 

Here  are  pedestals,  French  and  Vien- 
nese  bronzes,  superb  wares  from  Vienna, 
Sevres  and  Dresden;  quaintly  artistic 
specimens  of  Louwelsa  and  Patina  ware, 
and  so  on— a  gathering  that  is  artis- 
tic and  out  of  the  ordinary.  And  not 
the  least  important  consideration  is,  that 
in  most  cases  these  art  wares  come  to 
us  direct  from  the  makers,  thereby  sav- 
ing intermediate  profits  and  largely  re- 
ducing the  final  price.— Schipper  & 
Block,  Peoria,  III. 

$75,000  vase  covered  with  rare  old 
coins;  fresh  from  the  World's  Fair  at 
St.  Louis;  a  huge  copper  vase,  or  urn, 
nearly  four  feet  high.  Paved  with  over 
4,000  old  and  rare  coins,  some  of  which 
date  back  as  far  as  3000  B.  C.  The 
work  is  that  of  Mr.  Edward  Rausch,  the 
noted  coin  collector  of  Philadelphia,  who 
has  spent  the  better  part  of  a  lifetime 
in  gathering  the  collection.  This  vase 
is  really  one  of  the  modern  wonders  of 
the  world.— Ehrich  Bros,  New  York. 

In  the  Japanese  Room  there  are  many 
pretty  and  odd  little  things  waiting  for 
you  to  see  them  these  days— hanging 
baskets  of  quaint  design,  bold  warriors* 
swords,  grotesque  men  and  monkeys  that 
hang  from  handsome  lamps,  fierce  masks 
that  seem  to  frown  at  the  light  and  airy 
prettiness  of  all  about  them— chinaware 
as  fragile  as  a  soap  bubble  apparently, 
and  just  as  full  of  color— jars,  bowls, 
wicker  covered  ware— parasols,  tables 
chairs,  etc.,  etc.— Abraham  4*  Strain, 
Brooklyn,  N.  Y, 

Where's  the  woman  that  isn't  inter- 
ested in  dainty  bric-a-brac,  vases,  orna- 
ments, etc.?  The  leading  European  art 
centers  have  contributed  many  of  their 
choicest  products  to  our  stock.  Here 
you'll  find  marble  statuary  from  Flor- 
ence and  Milan;  bronzes  from  Paris  and 
rare  ornamental  pottery,  bric-a-brac,  etc., 
from  Vienna,  as  well  as  no  end  of  deco- 
rated china  and  other  wares  for  beauti- 
fying the  home  or  adding  to  the  collec- 
tion for  curio  cabinet  or  china  closet— 
Kaufmann's,  Pittsburg,  Pa, 
BRAC 


JEWELRY    ADVERTISING 


47 


^  Glass,  bric-a-brac,  china. — All  these 
things  that  you'll  find  displayed  have  a 
distinct  bearing  on  making  the  country 
house  pleasant  and  comfortable  for  sum- 
mer occupancy,  at  small  expense.  There 
are  fine  groups  of  domestic  glassware, 
pretty  pieces  of  bric-a-brac,  steins, 
mugs,  fancy  china  plates  and  other  dishes 
of  decorative,  as  well  as  useful  virtu, 
an  array  of  cut  glass,  and  so  on.  Each 
of  the  offerings  is  peculiarly  important, 
by  virtue  of  the  utility,  prettiness  and 
extreme  low-pricedness  of  the  articles 
involved. — Wanamaker's,  New  York. 

This  invitation  to  inspect  our  enlarged 
china  and  bric-a-brac  department  is  ex- 
tended to  all.  The  collection  is  worth  a 
visit — the  many  rare  and  beautiful  pieces 
— all  imported  direct  by  us — will  appeal 
to  your  taste.  For  weddings,  prizes,  or 
any  occasion  where  the  expression  of 
your  kind  feelings  is  to  be  manifested — 
you  will  find  this  exhibition  particularly 
helpful — especially  when  you  learn  that 
the  prices  are  very  often  less  than  your 
expected  expenditure.  If  goods  are  not 
wanted  for  immediate  use,  we  will  cheer- 
fully lay  them  aside  on  part  payment 
of  the  price.  Our  china  store  is  conveni- 
ently located  in  our  light  and  airy  base- 
ment.— Rosenbaum,  Company,  Pittsburg. 

It  makes  no  difference  whether  vou  are 
decorating  your  own  dining-table,  side- 
board or  mantel-piece  or  somebody  else's 
— the  sharp  economies  noted  here  remain 
the  same.  They  embrace  the  most  artis- 
tic i>ieces  of  bric-a-brac  and  marble 
busts,  sparkling  cut  glass,  and  handsome 
dinner  sets  and  chamber  toilet  sets  and 
fancy  china  of  desirable  sorts. — Wana' 
maker.  New   York. 

Bric-a-brac.  Superb  show,  many  bar- 
gains. Vases  of  pottery,  bronzes,  mar- 
ble, art  wares  of  various  kinds — the 
basement  showing  is  so  broad  and  so  fine 
that  it  is  as  well  worth  a  visit  as  would 
l)e  a  museum  collection.  Choosing  a  wed- 
ding gift  is  a  simple  matter  from  this 
stock — and  one  may  be  as  economical  or 
extravagant  as  one  chooses  to  be.  To- 
day's special  word  is  of  bargains — ar- 
tistic wares  that  we  can  sell  much  under 
even  our  own  low  prices.  A  chance 
worth  sharing. — Frederick  Loeser  ^'  Co., 
Brooklyn,  N.  Y. 

Wonderful  Rookwood. — Many  rare 
and  beautiful  effects  in  blended  colors, 
and  flower  painting,  among  the  one  hun- 
dred and  one  pieces  of  Rookwood  just 
received  and  arranged  in  our  east  show 
window.  It's  worth  looking  at,  and 
you'll  be  tempted  to  buy,  if  you  haven't 
a  specimen  of  this  art  pottery  of  the 
19th  century. — Rankin's,  Ithaca,  N.    Y. 

BRIC-A 


A  careful  maker's  expert  set  aside  a 
lot  of  jardinieres  and  pedestals  as  not 
quite  up  to  the  perfect  finish  required, 
perhaps  none  but  an  expert  could  tell 
why.  These,  with  some  other  odd  pieces 
from  our  regular  stock,  go  on  sale  this 
morning  at  prices  that  folks  with  flowers 
will  be  glad  to  read  about. — John  W ana- 
maker,  Philadelphia. 

More  than  a  thousand  artistic  Jardi- 
neres.  The  ones  with  and  without  pedes- 
tals at  prices  that  will  induce  you  pru- 
dent housekeepers  to  buy  an  Eastertide 
supply  should  you  not  have  immediate 
use  for  them.  But  who  couldn't  use  one 
or  more  Jardineres  at  these  prices? — 
Frederick  Loeser  ^  Co.,  Brooklyn,  N.  Y, 

Flowers  seem  still  growing  in  a  clear 
glass  vase  where  the  stems  show  through. 
We  have  a  line  of  plain,  blown  vases, 
bulb-shape  base,  that  are  the  best  all- 
around  flower  holders  that  we  ever  saw. 
— P.  H.  Vose  ^  Co.,  Bangor,  Me. 

Austrian  china  novelties.  Bright, 
artistic,  effective  articles  that  closely  re- 
semble the  finer  productions  of  the 
French.  You'll  find  it  hard  to  detect 
the  difference — in  appearance.  In  price 
there's  a  marked  difference. — John  Wan- 
amaker,  New  York. 

Teplitz  ware  vases  seven  inches 
high.  Made  to  look  like  Royal  Wor- 
cester, with  vellum  finish  and  gold 
illuminated  flower  paintings.  Vase  and 
ewer  shapes,  25c. — P.  H.  Vose  ^  Co., 
Bangor,  Me. 

Useful  china,  cut  glass,  beautiful 
lamps  offer  easy  solutions  of  the  gift 
problem.  Whether  the  price  you  wish 
to  pay  is  little  or  big,  you'll  find  it  in 
some  good-taste  article  at  Vose's  China 
Store,  Bangor,  Me. 

Reproductions  in  pottery  seem  to  be 
in  favor  now,  and  it  is  certainly  true 
that  many  of  the  pottery  productions  of 
the  early  part  of  the  century  well  de- 
serve it.  A  case  in  point — these  new 
stone  pitchers.  They  are  exactly  simi- 
lar to  the  quaint  old  ones  with  raised 
figures  you'll  see  that  have  been  handed 
down  several  generations  in  our  old 
New  England  families. — P.  H.  Vose  ^ 
Co.,  Bangor,  Me. 

Pottery  excellence  proven. — One  hun- 
dred years  of  continuous  popularity 
with  connoisseurs  of  ceramics  proves  the 
artistic  excellence  of  Wedgewood  Jasper 
Ware.  It  is  always  superior  to  the  ups 
and  downs  of  fashion's  fancy — always  a 
bright  feature  of  dining  room  or  draw- 
ing room  adornment. — P.  H.  Vose  «|"  Co., 
Bangor,  Me. 
BRAC 


48 


JEWELRY    ADVERTISING 


I 


OPTICAL  GOODS 


"  That  drug  clerk  is  a  chump.  I  kept  winking  my  eye 
for  a  *  stick  *  in  the  soda." 

"  Did  he  give  it  to  you?  " 

"  No.  He  said  there  must  be  something  the  matter  with 
my  eyes  and  directed  me  to  the  optical  department.** — Chi- 
cago News, 


JEWELRY    ADVERTISING 


49 


They  are  skeleton  frames,  with  the 
best  quality  lenses,  and  each  purchaser 
will  be  as  carefully  fitted  as  if  the  regu- 
lar price  were  charged.  This  price 
doesn't  cover  the  actual  cost  of  the  gold. 
We  offer  thia  remarkable  chance  as  an 
advertisement  for  our  Optical  Depart- 
ment. As  soon  as  it  becomes  generally 
known  that  we  have  a  Prominent  Physi- 
cian and  Oculist  in  this  department  we 
will  not  have  enough  room  to  accom- 
modate the  demand.  Remember,  you 
get  the  same  professional  attention  here 
as  you  would  in  the  eye  hospital,  and  we 
charge  only  for  the  glasses. — Ehrich 
Bros.,  New  York,  N.  Y. 

The  patent  offset  Zylinite  guards,  fit- 
ted to  the  curvature  of  the  nose,  that  do 
not  slip  or  pinch  in  hot  weather  or  cold. 
Clear,  flawless,  imported  periscopic  crys- 
tal lenses;  these  things  make  up  the 
perfect  eyeglass.  You  ask:  "Can  my 
eyes  be  tested  and  properly  fitted  with 
glasses  at  a  Department  Store?"  Else- 
where— we  don't  know.  Here — Yes! 
Why?  Because  we  employ  for  this  pur- 
pose practical  opticians  with  years  of 
experience. — Adams  Dry  Goods  Co.,  New 
York,  N.  Y. 

Tired  eyes,  headaches,  etc.,  are  often 
permanently  cured  by  the  use  of  good 
eyeglasses  or  spectacles.  Suppose 
"  Specs  '*  do  make  you  look  a  little  older. 
WTiat  matter?  Better  save  your  sight 
while  you  can.  Our  eyes  are  open  to 
discover  defects  in  yours,  if  you  will 
give  us  the  opportunity. — Skeoch,  Scran- 
ton,  Pa, 

Guard  your  eyesight  by  having  your 
eyes  examined  at  the  first  sign  of  weak- 
ness. Some  persons  incur  the  grave  risk 
of  losing  their  sight  by  neglecting  na- 
ture's warnings,  simply  because  they  are 
afraid  of  the  expense.  By  coming  to 
me  the  expense  is  reduced  to  the  mini- 
mum consistent  with  the  best  work.  My 
oculists  and  eye  surgeons  will  examine 
your  eyes  and  give  you  the  most  trust- 
worthy advice  about  charge.  If  glasses 
are  needed  I  will  furnish  the  right  kind 

OPTICAL 


at  less  than  they'd  cost  anywhere  else. — 
L.  Alexander,  Brooklyn,  X.   Y. 

Many  children  are  allowed  to  wink 
and  blink  through  the  hours  of  study 
with  a  book  six  or  eight  inches  from 
their  eyes.  Greater  demands  are  now 
made  upon  the  eyes  of  children  than 
formerly.  Every  child  should  have  their 
eyes  examined  and  the  eyes  should  have 
relief  and  help  to  do  their  work.— 6'«o. 
D.  Kendall,  Pueblo,  Colo. 

Eyes  right?    You  will  get  more  enjoy- 
ment out  of  your  summer  if  they  are. 
You   will   get   more   enjoyment   out   of 
your  life  if  they  are.    Eye  trouble  shows 
itself     in     various     disagreeable     ways. 
Often  headaches  that  won't  yield  to  or- 
dinary treatment  are  due  to  eye  strain. 
A  part  of  this  store's  good  service  is  de- 
voted  to   keeping   Brooklyn    eyes    right. 
It  is  a  service  conducted  on  the  highest 
plane  of  excellence.     A   graduate   opti- 
cian who  has  been  here  for  years  is  at 
your  command  always.     Your  eyes  will 
be  subjected  to  a  careful  and  complete 
examination  without  charge.  If  they  are 
all  right  and  simply  tired,  we  will  tell 
you  so.     If  they  need  corrective  glasses 
we  will  tell  you  so,  and  if  you  wish  it, 
will  make  glasses  properly  and   for  less 
expense    than    reliable    glasses     usually 
cost.     If  you  need  treatment  by  an  ocu- 
list, we  will  tell  you  so — we  do  not  give 
such  treatment,  but  there  are  a  number 
of  well  known  men  in  Brooklyn  who  do. 
Be  sure  your  eyes  are   right.     It   is   a 
duty   you    owe    to    yourself. — Frederick 
Loeser  I*  Co.,  Brooklyn,  N.  Y. 

It's  a  changed  world  to  old  folks,  folks 
whose  time-dimmed  eyes  are  made  young 
again  through  the  magic  of  right-fitting 
glasses;  and  this  pleasure  and  comfort 
costs  so  little  measured  by  its  value, 
there  should  be  none  who  may  say  "they 
can't  see  as  they  used  to." — J,  P,  Ernst, 
Wilkesbarre,  Pa, 

Does  the  sun  hurt  your  eyes?  Gen- 
erally it  means  a  defect  of  vision.  A 
call  at  our  optical  department  will  sat- 
isfy you  on  this  point. — Fec.gon's,  Jollet, 
GOODS 


.'"Kryptok"  invisible  bifocal  glasses 
combine  both  reading  and  distance 
glasses  in  a  single  frame  with  a  smooth, 
unbroken  surface — without  crack  or  line 
— thus  doing  away  with  the  lines  of  di- 
vision and  other  objectionable  features 
that  are  confusing  to  the  sight  in  the  old 
style  bifocal  glasses.  They  are  an  ar- 
ticle that  will  suit  particular  people  who 
appreciate  superior  workmanship. — JtU- 
ius  R.  Watts  4r  Co.,  Atlanta,  Qa. 

A  little  care  now  may  prevent  them 
from  wearing  glasses  all  their  lives.  It 
costs  nothing  to  have  the  eyes  tested. 
It  may  cost  a  great  deal  if  they  are  not 
tested.  Bring  the  little  ones  in,  and 
thus  help  them  in  their  struggles  for  an 
education. — King  <§•  Metzger,  Lexington. 

Many  persons  are  prejudiced  against 
the  wearing  of  glasses  and  sometimes 
positively  decline  to  use  them  even  when 
they  are  imperatively  needed.  They 
may  be  sensible  persons  and  display  good 
judgment  in  other  matters,  but  in  this 
one  respect  they  act  most  foolishly  and 
without  any  reason.  A  contest  with  age 
is  hopeless,  and  it  is  the  part  of  wisdom 
to  yield  gracefully  to  the  first  summons 
to  surrender. — Mulford,  Memphis,  Tenn. 

It's  an  act  of  folly  to  wear  glasses 
where  there  is  no  necessity  for  them; 
but  if  vou  have  any  trouble  whatever 
with  your  eyes,  it  is  also  an  act  of  folly 
not  to  have  a  specialist  examine  them. 
If  you  are  in  doubt,  consult  Farmer, 
the  Optician,  and  you  will  not  regret  it. 
— Fred  D.  Farmer,  Saginaw,  Mich. 

Accidents  will  happen.  Glasses  do 
break.  If  you  have  any  trouble  with  your 
glasses,  we  will  repair  them  and  make 
them  new.  We  do  all  repairs  promptly 
at  very  reasonable  prices.  We  make  it 
a  specialty  of  filling  oculists'  prescrip- 
tions. Come  to  us  for  any  eyesight 
troubles. — Nicolet's  Jewelry  Store,  Fall 
River,  Mass. 

AMiile  you're  looking,  do  not  overlook 
the  fact  that  we  fit  eyes  and  grind  lenses 
and  make  frames  to  order.  Glasses  im- 
properly fitted  are  worse  than  no  glasses 
at  all.  We  fit  them  properly — we  guar- 
antee we  carry  full  line  of  optical  goods 
at  right  prices. — C.  C.  Miller,  Massillon. 

Women's  work's  so  trying  on  the  eyes. 
If  there  is  any  strain  felt  when  sewing 
or  reading,  you  should  have  us  test 
your  eyes  for  a  pair  of  spectacles  or 
eye  glasses  to  assist  the  vision.  Our 
work  is  acknowledged  to  be  the  best, 
our  prices  the  most  reasonable.  Try  us 
on  your  next  pair  of  glasses. — Adolf 
Frese,  Los  Angeles,  Cal, 

Trust  us  with  your  eyes. — This  is  an 
absolutely  safe  place  to  bring  your  eyes 

OPTICAL 


when  they  are  not  seeing  satisfactorily. 
We  have  taken  a  four  years'  course  in 
optics — as  much  time  as  any  dentist 
spends  in  studying  dentistry  or  as  a 
lawyer  spends  in  studying  law — and  with 
ten  years  of  experience  added  to  our 
knowledge,  makes  satisfactory  glass  fit- 
ting a  certainty  here.  But  we  charge 
you  nothing  for  our  knowledge.  When 
you  buy  glasses  here  you  get  what  we 
know  to  be  perfectly  suited  to  your 
ej'es,  and  you  pay  only  for  the  glasses. 
— Ricker  cj*  Son,  Emporia,  Kans. 

Good  to  look  at,  better  to  look  through. 
Our  eyeglasses  are  not  only  made  to 
fit  the  sight  perfectly,  but  are  made  to 
improve  the  appearance  as  well. — Frank 
V.  Kent  4"  Co.,  Grand  Forks,  N.  D. 

Eyes!  Eyes!  Why  do  you  neglect 
them  so?  If  you  have  frequent  headache, 
if  you  do  not  see  as  good  as  you  once 
did,  if  your  eyes  tire  easily  you  should 
come  and  have  them  examined,  it  will 
cost  you  nothing  and  I'll  tell  you  whether 
or  not  they  need  glasses. — C.  B.  Garrett- 
son,  Kenton,  Ohio. 

It  saves  you  money  and  time  when 
you  come  to  us  to  get  treatment  for 
your  eyes.  We're  exceedingly  careful  in 
examining  and  prescribing.  Our  glasses 
will  relieve  that  aching  sensation  in  your 
optical  nerves.  A  few  dollars  spent 
with  us  will  permanently  cure  your 
trouble. — C.  J.  Duncan,  Massillon,  6. 

Headache  stops.  Do  your  eyes  pain 
you?  Is  your  vision  blurred?  Do  tears 
flow  too  freely?  Is  distant  vision  dim? 
Do  your  eyes  feel  as  tired  in  the  morn- 
ing, after  a  good  night's  rest,  as  they 
do  in  the  evening?  Remember  all  these 
troubles  and  many  more  can  be  entirely 
done  away  with.  Let  us  examine  your 
eyes  and  fit  you  with  the  proper  cor- 
rection in  lenses.  And  you  will  see  for 
yourself  how  much  more  pleasure  there 
is  in  this  life  for  you.—H.  M.  Smith, 
Fairfax,  Mo, 

Don't  wear  the  yoke  of  ill-fitting 
glasses  another  day.  You  can't  afford 
to  dilly-dally  with  your  sight.  Better 
let  us  examine  your  eyes  and  restore 
your  lost  power  of  vision.  We  can  fit 
you  with  glasses  warranted  to  give  you 
the  best  results  attainable.— Fran  A;  V„ 
Kent  ^  Co.,  Grand  Forks,  N.  D. 

The  hardest  strain  upon  eyes  is  when 
looking  at  objects  near  by.  Reading 
and  sewing  becomes  tiresome  at  once  to 
weak  eyes.  If  you  will  wear  glasses 
when  your  eyes  first  complain,  it  will 
only  be  necessary  to  wear  them  at  work. 
If  you  let  them  go  too  long  you  will 
have  to  wear  them  always. — The  Palace, 
Spokane,  Wash, 
GOODS 


50 


JEWELRY    ADVERTISING 


;  I 


How  about  your  eyes  ?  Does  the  bright 
sun  make  you  blink  and  squint?  Are 
you  troubled  with  occasional  headaches? 
Do  you  sometimes  see  little  black  specks, 
when  looking  into  the  distance?  Do  your 
eyes  run  water  when  you  face  the  wind? 
If  so,  there's  something  wrong.  Maybe 
you  need  glasses  and  maybe  yon  don't. 
If  you  consult  our  optician  it  won't 
cost  you  a  cent  to  find  out  where  the 
trouble  lies. — The  B'way  Department 
Store,  Los  Angeles,  Cal. 

An  eye  point. — If  you  want  perfect 
vision — you  should  have  your  eyes  ex- 
amined often.  A  slight  correction 
promptly  attended  to,  may  insure  you 
perfect  eyes  to  the  end  of  your  life! 
We  will  measure  your  eyes — overcome 
the  defects — and  insure  you  most  sat- 
isfactory vision.— TA«  8.  Oaleski  Optical 
Company,  Richmond,  Va. 

Our  Guarantee — "  A  dollar  is  worth 
100  cents;  would  you  pay  more?"  We 
do  not  pretend  to  say  what  others  should 
charge  for  their  glasses,  but  we  do  say 
and  guarantee  you  a  perfect-fitting  pair 
of  the  celebrated  Gladimere  Lenses  for 
$1.85.  Ask  any  reputable  optician  for 
the  name  of  his  best  lenses.  He  will 
answer  "  Gladimere."  We  also  give  you 
with  these  lenses  a  pair  of  solid  gold- 
filled  frames  absolutely  free,  with  a  writ- 
ten guarantee  for  five  years. — Guarantee 
Optical  Co.,  Memphis,  Tenn. 

They're  the  smartest  and  most  becom- 
ing style  worn  to-day— very  light  in 
weight,  yet  strong  and  durable— fitted 
with  silex  crystal  periscopic  lenses. — 
Bloomingdale*s,  New   York. 

Our  method  of  examination  is  the  re- 
sult of  practical  scientific  experience. 
We  have  all  the  very  latest  appliances 
for  examining  the  eye.  Our  Dr.  Truth 
can  tell  you  positively  just  what  your 
trouble  is,  and  advise  you  accordingly. 
By  using  our  Ophthalmoscope  and  Ret- 
inoscope  he  can  determine  at  once  the 
requirements  necessary  to  give  you  a  per- 
fect-fitting pair  of  glasses. — Guarantee 
Optical  Co.,  Memphis,  Tenn. 

As  soon  as  it  becomes  generally  known 
that  we  have  a  prominent  physician  and 
oculist  in  this  department  we  will  not 
have  enough  room  to  accommodate  the 
demand.  Remember,  you  get  the  same 
professional  attention  here  as  you  would 
in  an  eye  hospital,  and  we  charge  only 
for  the  glasses. — Ehrich  Bros.,  New  York. 

Most  people,  you  included,  perhaps, 
are  extremely  negligent  in  the  care  of 
their  eyes,  and  very  culpably  so  in  re- 
gard to  their  children's  eyes.  The  public 
generally  has  no  idea  of  the  number  and 
variety  of  present-day  eye  defects  and 

OPTICAL 


often  resort  to  glasses  selected  at  ran- 
dom which  are  entirely  unsuited  to  the 
conditions  of  the  eye.  Many  glasses  se- 
lected in  this  way  which  "seem  to  suit 
exactly"  at  first,  prove  most  injurious 
and  often  result  in  permanent  injury. 
Come  and  talk  over  your  eye  trouble  with 
us.— IT.  S.  Harrington  ^  Co.,  Trenton. 
We  sell  glasses  on  their  merits — if 
their  merits  will  not  sell  them  they  are 
dear  at  any  old  price.  Don't  cheat  your 
ej-es  and  think  you  are  saving  money. 
Like  a  thief  at  night  poorly  ground  and 
poorly  fitted  glasses  steal  away  your 
eyesight.- 7ri/)/>  Bradley  Optical  Co., 
Memphis,  Tenn. 

Ever}'  pair  is  scientifically  made,  rim- 
less style,  fitted  with  silex  crystal  pure 
white  periscopic  lenses,  gold  springs  and 
non-tilting  nose  rests  which  prevent  slip- 
ping.— Bloomingdale*s,  New    York. 

Under  the  supervision  of  a  licensed 
optician,  who  will  examine  your  eyes  and 
prescribe  for  you  free  of  charge,  we 
execute  your  oculist's  prescription  for  at 
least  one-third  less  than  the  charges 
made  elsewhere  for  similar  services. — 
Macy's,  New  York. 

You  do  or  you  don't  need  eye- 
glasses or  spectacles,  but  do  you  know 
whether  you  do  or  you  don't?  It's  likely 
you  don't  unless  you  have  had  your  eyes 
examined  by  an  oculist  or  optician,  be- 
cause they  may  have  unsuspected  de- 
fects. Why  not  know  for  certain, 
when  the  knowledge  will  cost  you  noth- 
ing and  may  save  you  unnecessary  suf- 
fering?—Fred  D.  Farmer,  Saginaw. 

Don't  send  the  little  one  off  to  school 
handicapped  with  poor  eyesight.  Clear 
sight  means  quick  thought,  and  the  ability 
to  think  quickly  brings  success.  Par- 
ents who  realize  this  responsibility  for 
the  future  success  of  their  children  will 
not  delay  in  having  this  very  important 
question  decided.  If  glasses  are  Not 
needed  we'll  be  glad  to  tell  you  so;  if 
they  Are,  you,  as  a  parent,  will  be  glad 
to  know,  and  have  us  fit  them.  We 
charge  nothing  for  examination.  Is 
there  any  reason  for  further  delay? — 
/.  Wiss  i'  Sons,  Newark,  N.  J. 

Of  course  all  eyeglasses  should  be 
helpful— but  are  they?  No,  indeed.  Un- 
less the  glasses  are  accurately  fitted  and 
are  of  the  exact  strength  needed  to  cor- 
rect the  defect,  they  will  be  far  from 
helpful— they  will  be  absolutely  hurtful. 
To  get  the  right  glasses  you  must  go 
to  an  optician  of  proved  ability — one  who 
has  by  study  and  practical  experience 
acquired  the  knowledge  necessary  for 
tliis  important  work. — L.  Alexander, 
Brooklyn,  N.  Y. 

GOODS 


JEWELRY    ADVERTISING 


51 


When  the  evenings  are  cold  and  the 
wind  whistles  around  the  house,  there  is 
nothing  much  to  do  but  read,  or  play 
games.  All  of  which  taxes  the  eyes. 
Winter  will  be  a  long  time  here  and  you 
will  use  your  eyes  every  evening.  There- 
fore, see  that  they  are  perfect,  and  if 
they  are  not,  we  will  fit  them  so  that 
they  will  be.  And  at  reasonable  cost. — 
H.  F.  Kent  ^  Co.,  Binghamton,  N.  Y. 

When  you  find  your  little  camera  no 
longer  big  enough,  bring  it  to  our  photo 
supply  house  and  we  will  allow  you  a 
good,  fair  price  for  it  in  exchange  for  a 
larger  one.  If  you  cannot  afford  to  own 
a  camera  you  can  always  rent  one  of  us 
for  little  outings,  picnics,  boat  rides,  cir- 
cuses, first  babies,  etc.,  ad  libitum.  The 
thought  of  cameras  suggests  that  other 
camera,  the  eye.  Just  as  we  daily  test 
cameras  to  see  if  the  lenses  focus  cor- 
rectly, so  do  we  daily  test  eyes,  and  we 
can  point  to  innumerable  pairs  of  eyes 
that  have  been  made  perfect  by  our 
glasses.— £f.  F.  Kent  ^  Co.,  Binghamton. 

A  pair  of  good  eyes  may  grow  con- 
stantly stronger  and  keener  in  hard  and 
continuous  work,  and  retain  their  vigor 
as  long,  if  not  longer,  than  any  other 
organ  of  the  body.  But  when  one  dis- 
cerns a  hint  of  dimness,  a  tired  feeling, 
and  ache  in  the  eyeballs,  or  repeating 
headaches,  then  glasses  may  be  of  great 
service  in  preventing  serious  trouble. 
Only  be  sure  you  begin  with  the  right 
glass.  It  is  my  business  to  furnish  you 
that.— F.  M.  Jenkins,  New  Bedford. 

At  the  first  sign  of  trouble  with  your 
vision  you  should  consult  our  graduate 
optician.  He  is  an  expert  of  eighteen 
years'  experience  and  he  will  tell  you 
exactly  without  asking  a  question,  what 
that  trouble  is  and  what  you  should  do 
to  overcome  the  diflBculty.  Consultation 
free. — Hofman's,   Springfield,   Ohio. 

Don't  neglect  your  eyes.  You  owe  it 
to  yourself  to  at  least  have  them  exam- 
ined periodically.  Clear  sight  is  neces- 
sary to  your  health  and  success.  Our  ex- 
pert tests  your  vision  without  charge  or 
fees  of  any  kind.  When  glasses  are  re- 
quired he  will  supply  them  to  suit  your 
own  particular  needs.  All  work  guaran- 
teed.—/. Wiss  ^  Sons,  Newark,  N.  J. 

Dangerous  folly.  It  is  folly  to  let  an 
incompetent  experiment  with  your  eyes 
in  an  endeavor  to  fit  them  with  glasses; 
it  is  not  only  folly,  but  it  is  dangerous 
and  expensive.  To  fully  grasp  and  thor- 
oughly understand  the  intricate  mechan- 
ism of  the  eye  requires  years  of  patient 
study  and  practical  experience.  You 
commit  no  folly  when  you  come  to  me 
for  glasses.    My  specially  ground  lenses 


are  not  an  expensive  and  dangerous  ex- 
periment; they  are  an  accurate,  scientific 
certainty. — Dr.  Kletzky,  Pueblo,  Colo. 

When  we  make  eyeglasses  for  you  that 
do  not  suit  you  need  not  keep  them.  If 
any  part  of  the  fittings  break  we  replace 
the  broken  part  without  charge.  We 
guarantee  all  this  in  writing  when  you 
order  your  eyeglasses.  All  the  "risk" 
of  success  is  ours — all  the  relief  is  yours. 
— L.  B.  Hibbom,  Newark,  N.  J. 

The  eye  is  the  mirror  of  the  soul!  Its 
care  should  be  one  of  the  prime  cares 
of  every  man  and  woman.  Your  eyes 
will  give  you  trouble  sometimes — every- 
ones  does.  Don't  delay.  Come  and  see 
us. — Jud  S.  Newing,  Binghamton,  N.  Y. 

If  you  want  to  get  the  best  optical 
goods  at  the  most  reasonable  prices,  come 
to  us.  Satisfaction  guaranteed  or  money 
refunded.  No  charge  for  examination. 
Skillful  lady  optician  always  in  attend- 
ance. Remember  the  name  and  place. — 
S.  B.  Dembo,  Binghamton,  N.   Y. 

He  sees  best  who  sees  the  consequen- 
ces. Do  you  realize  the  serious  conse- 
quences of  continued  eye  strain?  Price- 
less beyond  all  other  possessions  is  the 
eye-sight,  and  it  deserves  your  highest 
consideration.  Don't  trifle  with  your 
eyes!  Examination  free.  Perfect  fit- 
ting guaranteed. — Jud  S.  Newing,  Bing^ 
hamton,  N.   Y. 

WTiat's  wrong?  Your  eyes?  Why? 
Probably  you  need  glasses.  Call  in  and 
let  us  examine  your  eyes.  They  may  be 
the  cause  of  your  headaches. — Soggs, 
Binghamton,  N.    Y. 

See  All  Over  the  World — or  read  ordi- 
nary print  with  ease  if  you  have  glasses 
which  are  accurately  fitted.  Our  optical 
department  can  supply,  at  very  low 
prices,  eyeglasses  and  spectacles  in  all 
cases  where  there  are  no  complications. 
If  a  prescription  is  necessary,  the  cost  of 
making  the  glasses  will  be  slightly  more. 
Examination  by  a  graduate  optician  free. 
—W.  C.  Forbes,  St.  Thomas,  Ont. 

A  correctly  built  eye  should  not  tire 
easily.  For  the  eye  is  but  a  camera  per- 
manently focussed  for  everything  from 
say  twenty  feet  to  infinity.  Every  visi- 
ble thing,  from  about  twenty  feet  on, 
sends  rays  which  enter  the  eye  easily, 
and  without  effort  on  your  part,  form  its 
own  inverted  image  on  the  back  of  the 
eye.  If  from  inheritance,  disease,  blows, 
etc.,  the  eye  is  not  quite  round  the  image 
is  slightly  distorted.  Then  how  do  you 
see  well  at  all?  By  forcing  the  image 
into  shape  by  straining  that  delicate  inner 
lens,  the  crystalline.  Are  you  willing 
to? — H.  P.  Kent  ^  Co.,  Binghamton. 


OPTICAL  GOODS 


52 


JEWELRY    ADVERTISING 


i 


f 


.  Wiss  Optical  Work  is  accurate — we 
do  not  fit  glasses  by  guessing  and  the 
use  of  big  words.  We  can  prove  to  you, 
in  plain  language,  the  absolute  neces- 
sity for  any  lens  we  prescribe  and  guar- 
antee satisfactory  results.  Examinations 
without  a  cent  of  cost. — J.  iriw  ^  Sont, 
Newark,  N.  J. 

An  optometrist  is  an  optician  who  has 
thoroughly  mastered  the  science  of  diag- 
nosing eye  conditions  and  making  lenses 
to  meet  exactly  any  individual  need.  Dia- 
mond Hall's  optometrist  has  made  spe- 
cial study  also  of  artistic  adaptation  of 
glasses  to  facial  features.  Engage  his 
services  and  put  your  eyes  at  ease. — 
Eyrie  Bros.,  Toronto,  Can. 

Cold  weather  causes  shrinkage  of  skin, 
loose  fitting,  tillmg  and  slipping  off  of 
eye-glasses  with  ordinary  nosepieces. 
This  is  positively  avoided  by  using  Fox 
Lasso  nose-pieces  on  your  glasses.  Their 
spring  adjusts  itself  to  any  shrinkage. 
They  give  exclusive  style  to  the  eye- 
glasses and  cost  no  more  than  the  others. 
—Geo.  R.  Fox,  Bufalo,  y.  Y, 

We  are  often  asked  why  so  many  peo- 
ple wear  glasses.  Statistics  prove  that 
fully  75  per  cent,  of  all  functional  ner- 
vous diseases  are  due  to  eye  strain,  and 
can  be  corrected  by  properly  fitted 
glasses.— T^e  King  Optical  Co.,  Spo- 
kane, Wash. 

Don't  be  blind  to  your  own  interest; 
to  that  interest  which  promises  health 
and  good  eyesight,  by  wearing  cheap 
glasses,  unsuited  to  the  defects  of  your 
eye,  when  you  can  get  the  best,  and  a 
thorough  examination  at  a  reasonable 
price.— >F.  /.  Davis,  D.  O.,  Woonsocket. 

It's  the  condition  of  the  eyes  not  the 
age  of  the  person  which  determines 
whether  glasses  are  needed  or  not.  Thou- 
sands of  children  wear  glasses,  because 
they  need  them.  Thousands  of  other 
people  don't  wear  them,  because  they 
don't  need  them.  Weak  eyes  should  be 
assisted— made  strong.  Glasses  will  do 
it  if  they  are  the  right  kind.— TF.  B. 
Jackson,  St.  Thomas,  Out. 

Wearing  glasses  constantly  in  after- 
life may  be  avoided  if  the  child's  eyes 
have  early  attention.  If  it  cannot  see 
the  characters  upon  the  board  easily, 
or  holds  its  book  too  close  or  too  far 
away,  or  is  drowsy  and  listless  and  has 
headache,  it  needs  glasses  that  will  check 
the  trouble.  Our  optician's  work  and 
prices  will  suit  you.  Eyes  tested  free. 
^-The  Palace,  Spokane,  Wash. 

The  most  careful  tests  are  necessary 
to  determine  the  exact  nature  of  your 
eye   needs — separate   scientific    examina- 

OPTICAL 


tion.  If  you'll  drop  in  I  will  examine 
your  eyes,  and  a  lens  to  fit  each  eye  will, 
if  necessary,  be  made  for  you.— F.  M. 
Jenkins,  New  Bedford,  Mass. 

Beauty  isn't  always  discounted  by  a 
pair  of  nose-glasses.  Very  often  is  is 
enhanced.  One  always  looks  more  intel- 
lectual when  wearing  glasses.  Don't 
wear  glasses  if  you  don't  need  them, 
simply  because  they  are  becoming;  but 
don't  go  without  them  for  any  reason 
if  you  do  need  them.  Vanity  must  not 
trifle  with  wisdom. — H.  B.  Wood,  New 
Haven,  Conn. 

Good  to  look  at  but  better  to  look 
through.  Our  eyeglasses  are  not  only 
made  to  fit  the  sight  perfectly,  but  are 
made  to  improve  the  appearance  as  well. 
They  are  cut  from  the  finest  French 
crystal  and  Brazilian  pebbles  to  remedy 
all  defects  of  vision,  and  are  perfectly 
adjusted.  Don't  neglect  your  sight,  but 
have  it  attended  to  at  once. — Frank  V. 
Kent  ^  Co.,  Grand  Forks,  N.  D. 

There  should  be  a  fellow  feeling  be- 
tween the  spectacles  and  the  eyes.  It  is 
more  important  to  have  your  glasses 
fit  your  vision  than  to  have  your  clothes 
fit  your  form. — From  "Eye  Lore." 

There  is  no  duty  that  you  more  im- 
peratively owe  to  your  children  than  that 
of  having  their  eyes  regularly  examined 
by  a  careful  and  competent  optician. — 
B.  C.  Reynolds,  St.  Louis,  Mo. 

Glasses  cure  headaches.  When  head- 
aches are  due  to  eye-strain  they  can  be 
cured  by  the  use  of  proper  fitting  glasses. 
An  oculist  only  should  be  consulted,  as 
he  alone  can  determine  whether  the  head- 
aches are  really  due  to  eye-strain,  as 
they  may  be  due  to  some  disease  of  the 
eye,  or  even  to  some  general  disease.  In 
the  latter  case  it  is  treatment  and  not 
glasses  that  is  needed.— Dr.  E.  S.  Ueisg, 
Houston,  Tex, 

We  all  use  our  eyes  for  near  work, 
more  or  less,  such  as  reading,  writing, 
sewing,  etc.,  and  the  ey^  must  be  in 
perfect  condition  to  do  their  work  well 
and  not  cause  trouble.  Perhaps  you 
have  been  using  your  eyes  for  near  work 
several  hours  a  day  for  some  years  with- 
out any  trouble.  Suddenly  there  is  a 
blur  or  waving  to  the  object,  or  the 
head  aches  at  times,  or  dizziness,  which 
will  disappear  by  closing  the  eyes,  and 
there  are  many  other  symptoms  which 
lead  us  to  think  come  from  straining  the 
eyes.  If  you  would  like  to  know  wheth- 
er your  eyes  are  all  right  or  not,  I  can 
tell  you,  in  a  few  minutes,  if  you  will 
step  into  No.  64  Pleasant  street,  oppo- 
site City  Hall.— F.  M.  Jenkins,  New  Bed- 
ford, Mass. 

GOODS 


JEWELRY    ADVERTISING 


53 


The  terrible  diseases  of  the  eye  that 
come  from  prolonged  neglect  and  abuse 
the  optician  cannot  cure.  These  are  the 
field  of  the  eye-surgeon.  But  the  organ's 
minor  troubles — these  are  the  optician's 
domain.  And  it  is  the  minor  troubles 
that,  neglected,  unchecked,  become  ma- 
jor troubles.  It  is  a  small  matter — one 
of  life's  minor  details — to  have  one's 
sight  regularly  tested.  But  what  suf- 
fering it  may  save !  It  is  the  little  things 
of  life  that  eventually  count,  for  weal 
or  woe.— From  the  booklet,  "Eye  Lore,** 
a  Treatise  on  ye  Care  and  Preservation 
of  ye  "Windows  of  ye  Soule." 

The  verses  on  this  and  the  preceding 
page  are  from  a  thirty-two  page  illus- 
trated booklet  called  "Eye-lore,"  which 
is  published  by  William  Borsodi,  99 
Nassau  street.  New  York.  The  booklet 
is  an  example  of  what  is  known  as  syn- 
dicate advertising.  It  contains  argu- 
ments that  can  be  used  by  any  optician, 
and  is  furnished  with  the  name,  address 
and  advertisement  of  the  buyer.  It  is 
enclosed  in  a  three-color  cover.  The 
booklet  was  written  by  the  editor  of  this 
paper. 

The  time  to  see  about  your  eyes  is 
right  now,  before  they  have  been  perma- 
nently injured  by  continued  straining, 
neglect  or  faulty  glasses.  Glasses  that 
are  right  not  only  preserve  the  sight,  but 
relieve  headache,  eye-ache  and  any  of 
the  numerous  effects  of  defective  vision 
or  eye-strain.  We  are  pleased  to  state 
that  our  sight-testing  is  free — that 
glasses  are  guaranteed  to  be  satisfac- 
tory.—P^f/iV  Dry  Goods  Co.,  Indian- 
apolis, Ind. 

Vour  eyes  are  your  bread-winners — 
take  care  of  them.  If  you  would  think 
what  it  means  to  be  deprived  of  your 
eyesight — ^how  utterly  helpless  you  would 
be  if  you  couldn't  see  things — you  would 
not  abuse  your  eyes  in  the  least,  but 
would  take  the  greatest  care  of  them. 
The  moment  you  feel  that  anj^hing  is 
wrong — if  your  sight  is  blurred,  if  you. 
feel  dizzy,  or  if  your  eyes  tire  easily — 
you  shouldn't  lose  a  moment  in  having 
them  examined.  By  being  prompt  in  at- 
tending to  your  eyes  at  the  first  signs  of 
trouble  you  will  be  able  to  have  the  de- 
fect speedily  and  permanently  corrected. 
— F.  B.  Alexander,  Newark,  N.  J. 

Sight  help. — Ryrie  Bros.,  Toronto. 

About  the  looks  of  glasses.  A  great 
many  people  don't  stop  to  think  of  how 
a  pair  of  ill-fitting  glasses  mar  the  looks 
of  a  person.  Now  if  you  have  to  be  a 
glass  wearer,  don't  wear  a  slouchy  look- 
ing pair.  People  can't  help  but  notice 
how  awkward  and  ungainly  they  look. 


The  best  face  you  ever  saw  can  be  en- 
tirely changed,  so  to  speak,  by  such 
glasses  as  we  are  talking  about.^  On  the 
other  hand,  if  they  are  worn  of  the  rim- 
less kind,  proportioned  in  every  way  to 
suit  the  features,  they  will  not  in  any 
way  detract  from  the  looks  of  the  wear- 
er.—/. C.  Sharer,  Alliance,  Ohio. 

A  pleased  expression.  The  eyes  must 
be  fitted  perfectly  to  insure  the  pleased 
expression  which  denotes  physical  com- 
fort. Our  optician  is  an  expert  in  the 
selection  of  proper  glasses  to  overcome 
all  defects  of  the  eyesight.— E.  O.  Zadek 
Jewelry  Co.,  Mobile,  Ala. 

How  often  have  you  heard  this  very 
remark:  "Why,  I  remember  when  it  was 
a  rare  thing  to  see  a  young  or  middle 
aged  person  wearing  glasses."  The  spec- 
tacle habit  cannot  be  ascribed  entirely  to 
defective  vision,  a  loss  of  optical  power, 
but  is  due  rather  to  the  better  knowl- 
edge that  people  have  of  the  importance 
of  affording  the  eyes  every  help  in  per- 
forming their  very  important  work,  for 
the  demands  and  exactions  laid  upon 
these  delicate  and  sensitive  organs  keep 
increasing  continually.  There  are  many 
people  who  do  not  know  that  they  need 
glasses  until  they  have  almost  ruined 
their  eyes.— John  G.  Meyer's  Estate,  Al- 
bany, N.  Y. 

In  a  great  many  instances  eyeglasses 
are  worn  which  have  never  been  properly 
fitted  to  the  wearer.  My  optician  is  an 
expert  in  securing  a  perfect  adjustment, 
which  means  that  the  glasses  are  com- 
fortable and  improve  the  sight. — T.  C. 
Tanke,  Buffalo,  N.  Y. 

Owls  have  been  called  wise,  since  one, 
a  long  time  ago,  discovered  that  he 
needed  glasses  and  immediately  put  them 
on.  You  who  are  working  your  eyes 
blind  should  emulate  the  owl — put  a  pair 
of  glasses  between  your  eye  weakness 
and  the  world.  Don't  let  it  go  any 
farther. — Adolf  Freese,   Los  Angeles. 

Getting  around  optical  difficulties  is 
easy  when  knowledge  makes  the  way 
clear  and  the  instruments  are  at  hand 
with  which  to  achieve  satisfaction.  We 
mend  your  eyes  if  they  have  any  de- 
fect. Glasses  are  needed  if  your  eyes 
are  weak.  When  the  eyes  fail  they  fail 
rapidly  and  spectacles  like  reinforce- 
ments to  a  retreating  army  are  an  imme- 
diate  necessity. — Cox's,  Denver,  Col 

When  the  letters  blur  it's  nature's 
warning  that  something  is  wrong  with 
the  eyes.  Good  eyes  mean  a  living  to 
most  of  us — and  can't  be  neglected.  An 
examination  will  show  whether  they  are 
actually  diseased  or  merely  tired  out. — 
Van  Wert's,  Colorado  Springs,  Colo. 


OPTICAL  GOODS 


54i 


JEWELRY    ADVERTISING 


Shakespeare  and  the  Bible  don't  es- 
cape criticism.  Many  a  man  is  a  critic 
because  he  likes  to  be  contrary.  You  can 
go  contrary  to  the  wishes  of  your  friends 
and  neighbors,  and  sometimes  get  the 
best  of  them ;  but  attempt  to  go  contrary 
to  the  dictates  of  Nature,  and  you  al- 
ways get  the  worst  of  it.  There  is  no 
use  to  "kick"  about  wearing  glasses.  If 
Nature  says  spectacles,  why,  spectacles 
it  must  be. — W.  J.  Davis,  D.  O.,  Woon^ 
socket,  B.  I. 

Few  people  realize  the  value  of  their 
eyes.  The  benefit  of  perfectly  fitted 
glasses  cannot  be  overestimated.  We 
have  made  a  thorough  study  of  this  sub- 
ject and  are  prepared  to  fit  glasses 
scientifically.  Come  to  us  with  your  eye 
troubles.  All  diseases  of  the  eye  cor- 
rectly diagnosed  without  the  use  of 
drops.  We  make  no  charge  for  exam- 
inations.— W.  F.  Sellers  ^  Co.,  Altoona. 

Glasses  for  all  ages. — Our  circle  of 
clients  includes  people  of  all  ages  from 
children  to  octogenarians,  and  the  beauty 
of  it  is  that  we  please  them  all.  What- 
ever your  oculist  may  prescribe  for 
you — whatever  you  will  permit  us  to 
select  for  you — will  be  found  to  be 
satisfactory  in  every  respect.  Put  us 
to  the  test — you'll  not  be  sorry. — Frank 
V.  Kent  ^  Co.,  Grand  Forks,  N.  D. 

Here  are  strong  reasons  why  you 
should  come  to  me  when  you  need  eye- 
glasses: Because  my  famous  $1.00  eye- 
glasses have  no  equal  for  the  money 
throughout  the  breadth  of  this  land. 
They  are  not  the  kind  of  dollar  glasses 
sold  elsewhere.  They  are  worth  many 
times  a  dollar.  Because  my  experience 
of  thirty  years  in  fitting  eyes  with  prop- 
er glasses  enables  me  to  determine  with 
absolute  certainty  just  the  kind  you 
need.  Because  by  coming  to  me  you 
will  get  the  best  service  and  the  very 
best  glasses  for  the  least  money.  Be- 
cause my  stores  and  my  factories  con- 
tain every  new  and  improved  appliance 
for  testing  eyes  and  grinding  lenses. 
Because  I  maintain  a  staff  of  oculists 
and  eye  surgeons  the  equal  of  any  in 
the  city.  Because  they  will  examine  your 
eyes  and  give  you  the  best  possible  ad- 
vice free  of  charge. — L.  Alexander, 
Brooklyn,  JV.  F. 

Eyes  examined  free.  By  this  we  mean 
a  careful,  scientific  test. — -O'Qorman  Co., 
Providence,  B.  I. 

Eyes  trouble  you  now?  What  will 
they  be  worth  ten  years  from  now  unless 
you  care  for  them  at  once?  Do  you 
fully  realize  the  danger  of  neglect?  But 
neglect  is  not  all.  There  is  also  the 
danger    of   mistreatment.      There   is    no 

OPTICAL 


mistreatment  more  serious  than  wrong 
glasses.  Wrong  glasses  are  glasses  n»)t 
suited  to  your  eyes,  glasses  fitted  after  a 
pretence  at  examination,  glasses  chosen 
from  a  trayful  by  trying  on  one  pair 
after  another,  glasses  bought  over  a  bar- 
gain counter  and  fitted  by  a  dealer,  not 
by  an  optical  specialist.  If  you  want 
your  glasses  absolutely  correct  and  are 
unwilling  to  have  your  eyes  tampered 
with,  better  bring  your  eye  troubles  to 
me  and  make  sure. — M.  H.  Harris,  New 
York. 

The  right  kind  of  eye-glasses  are  the 
only  kind  worth  having.  Right  eye 
glasses  mean  improved  sight  and  bene- 
fited eyes.  Wrong  glasses  mean  injured 
eyes  followed  by  blindness.  Thousands 
have  been  benefited  by  my  skill  and  ac- 
curacy, but  no  one  ever  got  a  wrong 
pair  of  glasses  from  me.  I  know  the 
danger  of  improper  glasses.  I  know  how 
precious  eyesight  is,  and  I  am  therefore 
so  careful  that  incorrect  glasses  are  an 
impossibility  here.  You  can  come  to  me 
with  absolute  confidence.^  And  with  all 
this  assurance  of  accuracy  it  will  cost 
you  less  to  get  your  glasses  from  me 
than  from  any  other  first-class  optician. 
No  one  charges  so  little  as  I. — L.  Alex- 
antler,  Brooklyn,  N.  Y. 

Defects  of  the  eye  and  eye  strain  may 
be  remedied  by  the  use  of  lenses  which 
must  be  accurately  fitted.  Hardly  less 
important  than  the  lenses  are  the  fitting 
and  proper  adjustment  of  spectacles 
and  eye-glasses  to  the  nose.  Lenses 
which  have  been  prescribed  with  the 
greatest  skill  and  accuracy  are  often  so 
worn  as  to  fail  entirely  of  their  pur- 
pose. Indeed  their  false  adjustment  may 
produce  the  very  opposite  results  and 
thus  prove  harmful  to  the  eyes.  Bring 
your  eye  troubles  to  us. — Taylor,  Hart- 
ford, Conn, 

All  styles  and  kinds  of  frames  for  eye- 
glasses and  spectacles— that  is,  all  styles 
of  the  good  kind — we  handle  no  other. 
Nose  pieces  to  suit  every  nose;  frames 
to  suit  every  purse;  made  to  order,  if 
need  be;  made  to  fit  in  any  event.  Of 
course  the  lenses  we  supply  are  on  a  par 
with  the  frames.  Every  eye  aid  here. — 
The  O.  W.  Jewelry  Co.,  Peoria,  III. 

Defective  eyesight  may  have  its  hu- 
morQus  sides,  but  it  may  also  cause  mis- 
takes or  more  serious  accidents.  Many 
cases  of  impairment  of  the  vision  can  be 
readily  cured  by  glasses  properly  ad- 
justed. If  you  have  any  diflSculty  with 
your  eyes  do  not  delay  or  trifle  with 
them.  A  consultation  with  Kent  will  put 
you  right. — Frank  V.  Kent  ^  Co.,  Grand 
Forks,  N.  D, 
GOODS 


JEWELRY    ADVERTISING 


55 


The  great  army  of  glass  wearers  in 
this  community  have  mostly  been  fitted 
at  our  place.  The  reason  is  on  account 
of  our  exact  work.  Xo  person  is  ever 
advised  by  us- to  use  glasses  unless  they 
are  necessary.  But  when  we  do,  our  fit- 
ting is  absolute.  If  you  suffer  from 
headache,  or  poor  vision,  we  would  be 
pleased  to  have  you  call  and  we  will 
gladly  tell  you  without  charge  the  true 
condition  of  your  eyes. — J.  C.  Sharer, 
Alliance,  O. 

Good  vision  assured  with  every  pair  of 
glasses  we  fit.  Comfort  glasses,  con- 
tentment glasses,  perfect  fitting  glasses. 
We  will  sell  you  a  perfect  fitting  pair 
of  glasses  that  will  make  you  feel  con- 
tented and  be  a  comfort  at  work  of 
any  kind.  Why  not  know  for  certain 
whether  you  need  glasses  or  not  when 
the  knowledge  will  cost  you  nothing  and 
may  save  you  from  unnecessary  suffer- 
ing from  headaches,  nervousness,  etc. — 
Herman  Hiss  ^  Co.,  Bay  City,  Mich, 

A  correct  eye  and  the  skillful  hand  will 
always  work  in  harmony  if  the  impaired 
eyesight  is  properly  treated.  Use  glasses 
furnished  by  Nihart,  the  Optician,  if 
your  eyes  show  indications  of  giving 
out,  and  you  will  preserve  your  sight. — 
Chas.  L.  yihart,  Muncie,  Ind. 

A  hard  headache  is  often  the  result 
of  straining  the  eyes.  The  only  way  to 
prevent  the  headaches  is  to  remove  the 
cause.  Have  the  eyes  fitted  with  glasses 
that  will  prevent  eye-strain.  Our  fitting 
will  enable  you  to  read  and  work  with 
ease  to  your  eyes.  The  examination  of 
the  eyes  is  free  of  charge. — Pope  Optical 
Co.,  Worcester,  Mass. 

Stop  and  think  about  your  eyes.  They 
often  pain  you  a  little.  You  simply  give 
them  a  rest,  and  you  are  relieved.  But 
they  ought  not  to  pain  you  with  ordi- 
nary use.  There  is  something  wrong. 
I^t  me  test  them.  I  make  no  charge  for 
that.  And  if  you  need  glasses,  or  if  it 
comes  from  some  other  cause,  I  will  tell 
you. — F.  M.  Jenkins,  New  Bedford, 

Every  one  needs  glasses,  especially 
when  he  gets  on  the  shady  side  of  40 
years,  but  he  should  be  sure  he  gets  the 
right  kind.  Those  that  suit  his  eyes  ex- 
actly; neither  too  weak  nor  too  strong. 
Get  them  at  Nihart's,  and  you'll  be  sure 
to  have  them  right. — Chas.  L.  Nihart, 
Muncie,  Ind. 

Eyesight  is  of  such  great  value  that 
one  ought  to  take  more  than  ordinary 
precaution  to  guard  against  trouble.  If 
you  have  a  suspicion  that  there  is  any 
trouble  with  your  eyes,  you  should  have 
them  examined  at  once.  Ours  is  the 
foremost,  largest  and  best-equipped  op- 


tical establishment  in  Joliet.  We  won't 
charge  you  one  penny  to  tell  you  exact- 
ly the  condition  of  your  eyes.— Geo.  E. 
Feagans,  Joliet,  III. 

Eje  ease.— A  pair  of  properly  fitted 
glasses  will  give  you  a  world  of  comfort 
that  you  will  scarcely  realize  with  de- 
fective vision.  The  best  advice  we  can 
give  you  is  to  have  us  fit  your  eyes  with 
glasses  that  are  guaranteed  to  conform 
to  their  defects.  But  above  all,  don't 
get  a  pair  of  cheap  glasses  that  "will 
do  for  now."  They  will  bother  you  con- 
stantly and  may  injure  your  eyes  per- 
manently.— Bicker  ^   Son,  Emporia. 

It  saves  you  money  and  time  when  you 
come  to  us  to  get  treatment  for  your 
eyes.  We're  exceedingly  careful  in  ex- 
amining and  prescribing.  Our  glasses 
will  relieve  that  aching  sensation  in  your 
optical  nerves.  A  few  dollars  spent  with 
us  will  permanently  cure  your  trouble. — 
C.  J.  Duncan,  Massilon,  Ohio. 

AVTien  you  see  a  nice-fitting,  neat  pair 
of  glasses  on  a  happy,  smiling  face,  it 
came  from  here.  When  you  see  an  old, 
twisted,  crooked  pair  on  a  wrinkled, 
twisted,  sour  face,  it  didn't. — Dr.  Arthur 
N.  Baker,  Logansport,  Ind. 

Satisfactory  sight.— When  you  come 
here  to  have  your  eyes  fitted  with  glasses 
you  are  protected  by  a  double  guaran- 
tee. Our  guarantee,  that  the  glasses 
must  give  satisfaction  or  your  money 
returned.  Second,  the  guarantee  which 
comes  from  the  work  we  have  already 
done.  We  have  fitted  satisfactorily  every 
pair  of  glasses  that  have  ever  gone  out 
of  here.  That  is  a  guarantee  that  we 
can  and  will  do  the  same  for  your  eyes. 
— Bicker  ^  Son,  Em,poria,  Kan. 

They  are  skeleton  frames,  with  the 
best  quality  lenses,  and  each  purchaser 
will  be  as  carefully  fitted  as  if  the  regu- 
lar price  were  charged.  This  price 
doesn't  cover  the  actual  cost  of  the  gold. 
We  offer  this  remarkable  chance  as  an 
advertisement  for  our  optical  depart- 
ment. As  soon  as  it  becomes  generally 
known  that  we  have  prominent  physi- 
cians and  oculists  in  this  department  we 
will  not  have  enough  room  to  accommo- 
date the  demand.  Remember,  you  get 
the  same  professional  attention  here  as 
you  would  in  an  eye  hospital,  and  we 
charge  only  for  the  glasses.  Department 
is  in  charge  of  an  optical  expert  of  es- 
tablished reputation. — Ehrich  Bros.,  New 
York,  N.  Y. 

Wrong  spectacles  are  worse  sometimes 
than  none.  If  in  doubt  about  your  pres- 
ent glasses  or  eyes,  we  will  examine  your 
eyes  thoroughly  and  advise  you  honestly. 
— Campbell  ^  Girard,  Worcester,  Mass, 


OPTICAL  GOODS 


56 


JEWELRY    ADVERTISING 


1^ 


Spectacles  look  large  to  you  if  you 
have  never  worn  them.  You  put  off 
getting  them  just  as  long  as  possible. 
Very  often  people  injure  their  eyes  by 
putting  it  off  too  long.  Verj'  frequent- 
ly if  you  commence  wearing  glasses  just 
as  soon  as  you  ought  to  use  them  you 
will  only  have  to  wear  them  a  few 
months.  They  will  correct  your  eyes. 
Save  your  eyes  by  protecting  them. 
They  are  more  important  than  your 
hands.  Why  not  treat  them  as  well? 
For  the  best  glasses,  see  Keppler,  Jew- 
ehy  Co.,  Anaconda,  Mont. 

He  Frowned.— "Full  well  the  busj 
whisper,  circling  round,  conveyed  the  dis- 
mal tidings  that  he  frowned."  Gold- 
smith's "Pedagogue"  was  a  man  of 
moods,  and  his  pupils  understood  them. 
He  frowned  probably  because  his  eyes 
were  defective;  it  was  an  indication  that 
he  needed  glasses,  but  in  those  days  they 
were  not  to  be  had  scientifically  adjusted 
for  such  defect.  You  live  in  a  different 
age,  and  we  scientifically  adjust  glasses 
to  correct  any  correctable  eye  defect — 
r.  /.  Howe  ^  Co.,  Louisville,  Ky. 

Eye-glass  construction.  The  highest 
achievement  in  eyeglass  construction  is 
rei)resented  in  our  new  model  eyeglasses. 
Comfort,  quality,  durability,  appear- 
ance and  reasonable  price  leave  nothing 
to  be  desired. — C.  J,  Monaon,  Jr,  ^-  Co,, 
New  Haven,  Conn, 

Eyeglasses.  No  fancy  prices  for  op- 
tical goods  at  this  store.  No  risk  either, 
for  we  guarantee  satisfaction  or  money 
refunded.— r.  Eaton,  Toronto,  Can. 

It  is  quite  a  trick  to  fit  glasses  to  the 
eyes.  Only  the  trained  optician,  with  ac- 
curate, scientific  instruments,  can  do  it 
properly.  The  appointments  of  our  test- 
ing room  are  modern  and  complete.  Ex- 
perience, skill  and  a  thorough  knowledge 
of  the  optical  business  enables  us  to  fill 
the  requirements  of  our  customers  with 
the  utmost  satisfaction. — Frank  C.  Hart, 
Tacoma,  Wash. 

Glasses  That  Fit.— We  succeed  because 
out  glasses  give  perfect  sight.  The 
frame  sets  comfortably,  each  eye  looking 
through  the  centre  of  the  lense,  the  whole 
becoming  to  the  wearer.— The  E.  H, 
Jackson  Company,  Simcoe,  Ont. 

Is  it  worth  while  to  suffer  from  eye 
ache,  headache  or  poor  vision  when  re- 
lief is  so  near  and  can  be  had  at  such 
small  cost?  We  make  a  thorough  ex- 
amination of  the  eyes  without  cost,  and 
if  glasses  are  needed  furnish  them  at 
the  lowest  possible  price.  Perfect  fit- 
ting guaranteed.— O.  B,  Jackson,  South 
NorwaJk,  Conn, 

OPTICAL 


Children's  Eyes  should  be  well  looked 
after,  by  taking  care  of  the  eyes  when 
young.  It  means  good  sight  when  the 
child  grows  up.  Nothing  so  disqualifies 
a  person  for  life's  work  as  to  have  poor 
eyesight.  It  is  your  absolute  dutyr  to 
pay  attention  to  the  child  when  it  com- 
plains. No  one  is  more  careful  in  fitting 
glasses  for  the  young  folks  than  are  we. 
Our  idea  is  to  fit  them  so  that  their  eyes 
will  be  so  improved  in  a  year  or  two, 
that  they  can  leave  off  wearing  them 
entirely.—/.  C,  Sharer,  Alliance,  O, 

Comfort  in  reading  can  only  be  ob- 
tained by  using  glasses  correctly  fitted 
by  one  who  knows  how  to  do  it;  no  guess 
work  will  do.  Hundreds  of  Galvesto- 
nians  can  testify  to  what  I  have  done  for 
them  in  the  way  of  fitting  glasses. — Dan- 
iel Robinson,  Galveston,  Tex, 

Only  eye  strain.  Only  eye  strain  in- 
deed, but  it  is  responsible  for  more 
headaches,  nervousness  and  general  dis- 
comfort than  you  give  it  credit  for.  If 
your  eyes  give  you  the  slightest  trouble, 
is  it  not  the  best  policy  to  find  out  the 
cause?— O.  B.  Jackson,  South  Norwalk, 

The  pleasure  of  traveling  is  largely  a 
matter  of  seeing — seeing  •  scenery.  A 
good  field  glass  increases  your  seeing 
power  a  dozen  times  over  and  doubles 
your  pleasure  of  traveling  thereby.  We 
can  tell  you  a  great  deal  about  field 
glasses,  for  they  are  directly  in  the  line 
of  optical  goods.— /o*»  L,  Moore  ^ 
Bros.,  Atlanta,  Oa. 

Bring  eye  troubles  here,  and  get  rid 
of  them.  That  is— if  glasses  can  cure 
them.  We  can't  make  a  new  eye;  neither 
will  we  attempt  it,  but  we  can  help  any- 
one that  glasses  can  help.  No  stairs  to 
climb.— i?.   B.  Swift,  Portland,  Me. 

How  sad  it  is  to  see  a  child  with  cross 
eye  or  squint.  Yet,  parents,  you  ought 
to  know  that  in  8  out  of  10  cases  of 
cross-eye  the  defect  is  caused  by  an  er- 
ror of  refraction,  the  proper  correction 
of  which  in  nearly  every  case  will 
straighten  the  eyes.  You've  tried 
glasses,  and  it  didn't  work?  Well,  no- 
tice we  said  "the  proper  correction." 
But  don't  think  it  will  be  an  easy  mat- 
ter if  not  attended  to  early.— JDr.  E. 
Monson,  Phoenix. 

The  exceedingly  small  cost  of  wearing 
eyeglasses  of  absolute  correctness  should 
permit  of  no  compromise  with  those  of 
uncertain   merit.— iJyria   Bros.,   Toronto. 

The  rigid  spring  eye  glasses.  Foi 
quiet  people  who  wear  spectacles.  For 
active  people  who  golf,  bowl,  run,  jump. 
For  all  people  who  have  never  yet  found 
securely  fitting  eye  glasses.— H.  A. 
Knaher,  Brooklyn,  N,  Y, 
GOODS 


JEWELRY    ADVERTISING 


57 


If  you  cannot  see  as  well  as  you  should, 
see  O.  B.  Jackson,  the  Optician,  Nor- 
folk, Conn. 

When  vour  eves  are  comfortable  in 
reading  you  are  to  be  congratulated; 
when  thev  are  not  comfortable  vou 
should  consult  our  optician,  who  will,  if 
necessary,  fit  you  with  the  proper  glasses. 
— Dantzler  4"  Dorenfield,  Corsicana. 

Blinking,  squinting,  are  caused  by 
weakness  or  strain.  We  can  relieve 
these  conditions — perhaps  cure  them. 
Consult  our  specialist. — Bastian  Bros., 
Rochester,  N.  Y. 

Eye  strain  does  not  mean  impaired  or 
poor  vision.  In  the  act  of  seeing  we  ex- 
pend a  certain  amount  of  nervous  energy 
of  which  we  are  totally  unconscious  when 
our  eyes  are  in  normal  condition.  If 
we  experience  a  sensation  of  discom- 
fort, especially  in  observing  closely  a 
small  object,  there  is  eye  strain  present, 
there  is  an  overtax  on  vour  eve  muscles 
— they  rebel,  eyes  water,  feel  sandy, 
headaches.  You  can  easily  stop  it  with 
glasses. — L.  A.  Ott,  Mansfield,  Ohio. 

Clear  sight  glasses.  People  who  wear 
our  glasses  have  comfort  and  good  sight. 
Our  glasses,  too,  look  well.  They  have 
a  refined  appearance.  To  be  able  to  see 
well  is,  perhaps,  more  desirable  than  any- 
thing else.  This  is  just  the  point  at 
which  we  are  strong.  We  can  supply 
glasses  through  which  you  can  read  with 
great  distinctness.  Eye  testing  with  us 
is   free. — Wanless  ^-  Co.,   Toronto,  Can. 

Take  two  pair  of  glasses  to  the  coun- 
try. You  won't  have  to  waste  a  day  or 
more  then  in  discomfort  while  new  ones 
are  being  ground.  If  you  are  wise,  you 
will  have  one  pair  mounted  spectacles 
fashion — better  for  tennis,  surf  bathing, 
sailing — windy  weather  generally.  If 
your  glasses  were  made  here — and  you 
break  them,  send  us  a  postal,  phone  or 
telegraph.  We  will  have  new  ones  ready 
in  the  shortest  possible  time  and  for- 
ward them  to  you.  Wherever  the  glasses 
were  made,  if  the  broken  bits  are  sent 
to  us  we  will  fill  the  prescription  and 
the  work  will  be  done  quickly  and  at  less 
cost  than  glasses  of  the  same  character 
would  cost  you  elsewhere. — F.  Loeser  ^' 
Co.,  Brooklyn,  N.  Y. 

"Just  splendid."  We  doubt  whether 
there  is  any  one  little  thing  on  earth  that 
will  afford  an  elderly  person  so  much 
pleasure  as  to  find  a  glass  that  will  give 
them  good  vision  after  their  eyes  once 
begin  to  fail;  something  that  will  "make 
them  see  like  they  used  to."  Let  us  but 
once  get  a  pair  of  our  "so-easy  nose  rest" 
glasses  on  any  one  and  we  invite  them 

OPTICAL 


"  trv"  others  to  their  heart's  content 
— such  comparisons  only  brings^  out  the 
superiority  of  our  glasses  and  the  ex- 
cellence of  our  work.  Examination  free. 
— McHenry  ^  Stevens,  Zanesville,  O. 

Where  eye  troubles  begin.  Most  eye 
troubles  begin  in  childhood.  A  little 
abuse,  a  little  strain  early  in  life,  means 
much  more  after  maturity.  The  slight- 
est symptom  should  be  looked  into. 
School  children  should  have  every  ad- 
vantage. Usually  if  glasses  are  pre- 
scribed in  time,  actual  disease  is  pre- 
vented, and  they  can  be  discarded  as 
the  child  grows  older.  Remember,  we 
are  here  to  stay,  so  if  glasses  are  not 
right,  they  can  be  made  so.  Examina- 
tion free. — Rushmer's,  Pueblo,  Col. 

The  first  pair  of  glasses  you  wear 
should  not  be  selected  at  haphazard,  but 
should  be  devised  by  an  experienced  ocu- 
list after  thorough  examination  of  your 
eyes.  And  they  should  be  right  in  the 
beginning  and  so  prevent  future  impair- 
ment of  your  vision.  A  consultation 
with  "Farmer,"  the  optician,  will  place 
you  on  the  right  track.  We  have  no 
agents  on  the  road. — Fred  D.  Farmer, 
Saginaw,   Mich. 

When  the  letters  run  together  when 
you  read.  That  is  one  of  the  best  evi- 
dences that  you  need  glasses.  This  ef- 
fort will  surely  result  in  loss  of  nerve 
energy  if  not  permanent  eye  injury. 
You  may  stop  this  if  you  will  by  getting 
glasses  that  properly  correct  the  defect. 
Remember  we  sell  the  Toric  "Bisight," 
the  only  perfect  one-piece  lens  for  both 
distance  and  near.  No  matter  what  the 
age.  It  is  to  your  interest  to  see  us 
without  delay. — /.  M.  Crawford  ^  Co., 
Fresno,  Cal. 

Eyes  wear  out.  Artificial  light  does 
your  eyes  no  good.  Most  people  are 
obliged  to  derive  their  mental  suste- 
nance with  the  help  of  either  gas  or 
electricity.  Either  works  harm  in  the 
long  run.  A  good  pair  of  glasses  is  a 
sure  preventative,  and  sometimes  a  cure. 
I  have  had  a  great  deal  of  experience 
in  treating  eye  troubles  of  all  kinds. — 
Jud  S.  Newing,  Binghamton,  N.   Y. 

Saved  by  glasses.  Depressed  in  spirits, 
head  splitting,  nerves  unstrung,  body 
weak,  appetite  absent,  how  likely  are 
suicidal  thoughts!  Then,  here's  the  ocu- 
list, the  optician.  Glasses  save  the  day, 
mayhaps  life.  If  your  physical  ills  are 
due  to  eve  trouble,  have  us  examine 
your  eyes  free  of  cost  and  fix  you  with 
glasses  to  set  the  human  machine  work- 
ing aright  again. — Bauer  Bros.,  ZaneS' 
ville,  Ohio. 

GOODS 


58 


JEWELRY    ADVERTISING 


.1  1 


Looking  forward.  Looking  forward 
the  year  1907  promises  much  for  the 
progress  and  growth  of  the  optical  busi- 
ness. We  think  that  no  branch  of  science 
has  made  such  strides  as  has  optics  with- 
in the  past  five  years  and  more.  We  are 
adding  machinery  to  our  already  splen- 
did equipment  that  was  hardly  thought 
of  even  a  year  ago.  Our  ambition  is  to 
keep  this  store  and  its  service  squarely 
abreast  of  the  newest  and  best  in  optical 
progress.  Even  now  no  better  service 
is  rendered  on  the  Pacific  coast,  and, 
having  very  desirable  Eastern  connec- 
tions, we  shall  continually  strive  for  a 
higher  and  higher  standard  of  optical 
excellence.  We  invite  your  patronage 
for  1907  with  the  assurance  that  vou  will 
be  highly  pleased  with  results. — J,  M. 
Crawford  ^  Co.,  Opticians,  Fresno. 

Any  eye  strain  ?  We  will  make  a  thor- 
ough examination  of  your  eyes;  if  you 
do  not  need  glasses,  or  if  those  you  have 
are  all  right,  we  will  tell  you  so.  If 
you  do  need  them,  we  will  tell  you  what 
it  will  cost  to  make  them  in  the  style 
you  desire.  You  will  be  under  no  ob- 
ligations to  get  them,  nor  even  asked  to 
purchase.  If  you  conclude  to  get  them, 
of  course  we  will  be  glad  to  furnish  them 
and  you  will  be  sure  of  getting  the  cor- 
rect thing.  This  is  the  foundation  of  our 
reputation. — Sun  Optical  Mfg.  Co.,  Inc., 
Trenton,  N.  J. 

Do  you  have  trouble  with  your  eye- 
glasses, staying  on  or  pinching  your  nose 
and  making  sore  places?  If  so,  you 
should  try  either  the  So  Easy  or  Shur- 
on  mounting.  These  glasses  are  made 
on  a  new  principle,  and  hold  without  any 
unnecessary  pressure,  are  comfortable 
and  neat  in  appearance.  We  have  them 
in  all  sizes  and  can  fit  almost  every 
nose  comfortably  with  them.  Consult 
our  opticians. — Millard  F.  Davis,  Wil- 
mington, Del. 

"Look  before  you  leap**  into  the  un- 
certainty of  inexpert  eye  examination — 
otherwise  your  landfng  may  be  distress- 
ing if  not  disastrous.  We  engage  to  tell 
you  nothing  but  the  truth,  though  it  may 
hurt  you  for  a  moment.  A  little  pain 
now  is  better  than  a  lot  later  on.  We 
are  experts  in  fitting  eyes  with  appro- 
priate glasses  or  spectacles  at  almost 
eye  healing  prices. — Bauer  Bros.,  Zanes- 
ville,  Ohio. 

Eye-glasses  are  intended  to  remedy 
defects  in  vision.  Any  glass  that  fails  to 
do  this  is  harmful  and  should  not  be 
worn.  Not  if  we  can  help  it  will  we 
allow  a  purchaser  of  eyeglasses  to  re- 
tain them  unless  they  render  helpful 
service.     You  are  to  be  the  sole  judge. 

OPTICAL 


Satisfaction  to  you  or  your  money  back 
upon  request.  Skilled  optical  service 
and  our  fair  prices  make  this  possible. 
Such  advantages  we  offer  to  patrons  of 
our  optical  store. — Weinstock,  Lubin  ^ 
Co.,  Sacramento,  Cal. 

Save  your  eyes.  We  have  an  expert 
optician  who  will  examine  your  eyes  free 
of  charge  and  fit  you  with  glasses  if  you 
require  them — try  us  and  avoid  many 
headaches — the  result  of  poorly  fitted 
glasses. — Boston  Store,  Milwaukee. 

Eye  strain  does  not  mean  impaired  or 
poor  vision.  In  the  act  of  seeing  we 
expend  a  certain  amount  of  nervous 
energy,  of  which  we  are  totally  uncon- 
scious when  our  eyes  are  in  normal  con- 
dition. If  we  experience  a  sensation 
of  discomfort,  especially  in  observing 
closely  a  small  object,  there  is  eye  strain 
present,  there  is  an  overtax  on  your  eye 
muscles — they  rebel — eyes  water — feel 
sandy — headaches.  You  can  easily  stop 
.it — with  glasses.  Consult  our  Mr.  Segall. 
He'll  be  glad  to  talk  it  over  with  you 
and  you  incur  no  obligation  whatever  in 
doing  so. — El  Paso  Optical  Co.,  El  Paso. 

Do  you  read  easily?  Ever  have  to 
move  the  book^-or  your  head — a  bit  to 
make  the  print  come  just  right?  Or 
seek  a  stronger  light?  No  need  to  wor- 
ry— hundreds  of  just  such  cases  come 
to  us  every  week.  Either  your  eyes  are 
tired;  they  need  simple  rest  glasses  for 
a  while  for  close  work;  or  may  be  the 
vision  is  changing  a  bit,  as  it  does  about 
once  in  seven  years  with  most  people. 
The  Loeser  optical  store  has  held  an  es- 
tablished position  for  many  years.  An 
experienced  optician  will  examine  your 
eyes  free  of  charge.  If  you  need  the 
services  of  an  oculist  you  will  be  told 
so.  If  simple  glasses  will  help  you  they 
can  be  prepared  here  at  less  price  than 
work  of  such  character  would  cost  you 
outside  of  Loeser  service. — Frederick 
Loeser  S/;  Co.,  Brooklyn,  N.  Y. 

A  pair  of  glasses.  Don't  "go  it  blind,'* 
don't  think  the  world's  come  to  an  end, 
don't  even  swear,  if  you  lose  or  break 
your  eyeglasses  or  spectacles — simply 
come  here  and  get  a  new  pair.  Won't 
cost  as  much  as  you  think.  Eyes  ex- 
amined free.  OcuMsts'  prescriptions 
filled.  Everything  optical  at  Oeo.  J. 
Chapman  Co.,   Tacoma,    Wash. 

Weak  eyes.  Our  expert  optician,  Mr. 
E.  J.  P.  Massicotte,  makes  a  specialty 
of  supplying  glasses  to  those  whose  eyes 
are  only  weak  He  will  tell  you  many 
interesting  things  about  the  care  of  your 
eyes,  and  save  you  from  having  to  wear 
glasses  all  the  time.  Consultation  free. 
— Z.  Paquet's,  Quebec,  Can. 
GOODS 


JEWELRY   ADVERTISING 


5^ 


Three  forms  of  eye  trouble  are  com- 
monly met  with,  any  one  of  which  may 
have  existed  from  birth.  Nature  does 
not  always  make  perfect  eyes.  We  have 
near-sightedness,  far-sightedness  and 
astigmatism,  which  is  a  form  of  irregu- 
lar sight.  All  of  these  defects  require 
attention.  If  a  child  has  any  of  these 
ocular  defects  and  is  expected  to  do 
close  work  of  any  kind,  he  must  have  his 
eyes  carefully  examined  and  wear  such 
glasses  as  will  correct  the  refraction  of 
his  eyes.  As  well  expect  a  child  born 
with  one  leg  shorter  than  the  other  to 
walk  without  limping  as  to  ask  one  born 
with  imperfect  vision  to  do  accurate  eye- 
work  without  suffering  the  consequences. 
Consultation  free.— Earl  W.  Gooding, 
Refraction  Specialist,  Plymouth,  Mass. 

New  invisible  bifocal  for  "far"  and 
"near"  vision.  This  bifocal,  known  as 
the  "California  Optical  Co.'s  Invisible 
Bifocal,"  is  ground  by  a  special  process 
by  which  the  segments  are  practically 
invisible,  their  presence  not  being  notice- 
able to  the  casual  observer.  To  the 
wearer  they  allow  the  eyes  to  range  up 
and  down  without  annoyance  so  success- 
fully that  many  who  have  been  unable 
to  wear  other  forms  of  bifocals  can  use 
them  with  pleasure.  They  can  be  made 
as  thin  as  desired,  and  remember  they 
have  no  large  cemented  surface  to  blur 
or  fog. — Wamer^s,  Fresno,  Cal, 

Then  buy  an  automatic  eyeglass  hold- 
er and  save  your  glasses.  You  always 
know  where  your  glasses  are.  Made  in 
gold,  gold  filled,  silver,  gun  metal  and 
enamel.  All  styles  and  prices. — F.  N. 
Taylor,  Hartford,  Conn. 

Do  you  wear  Bifocals?  If  you  do  let 
us  show  you  the  new  "Texas."  It  is  ab- 
solutely the  only  correctly  ground  Bi- 
focal on  the  market  doing  away  with  all 
prismatic  effects  which  are  so  pronoun- 
ced in  other  lenses  of  this  make,  be- 
sides being  invisible.  When  made  up  in 
"Toric"  lenses,  they  are  a  thing  of  beauty 
and  style.  Not  only  that,  but  "Texas" 
guarantees  "Comfort."  Come  in  and  let 
us  explain  the  manufacture  of  this  glass. 
It  will  take  only  a  few  minutes  and 
may  be  a  benefit  to  you. — Texas  Optical 
Co.,  Houston,  Texas. 

Wisdom  suggests  the  propriety  of  car- 
ing for  your  eyes  before  they  become 
permanently  defective.  Before  you 
have  to  spend  time,  money  and  sacrifice 
comfort  in  undergoing  eye  treatment  or 
perhaps  an  operation.  In  nothing  is  the 
old  adage  of  "a  stitch  in  time"  more 
truly  suggestive  than  in  caring  for  your 
eyes.  We  can  fit  you  perfectly  with 
glasses.    We  can  make  them  in  our  own 


shop  in  Fresno.  They  will  have  our  per- 
sonal impression  from  the  prescription 
to  your  eyes.  Make  us  your  opticians. 
We'll  make  good.—/.  M.  Crawford  ^ 
Co.,  Fresno,  Cal. 

Accurately  fitted  lenses  are  a  boon  to 
imperfect  eyes,  but  mark  the  word  ac- 
curately. If  the  examination  is  not  me- 
thodical, if  it  is  not  scientific,  if  it  is 
not  exhaustive,  there  can  be  no  accuracy 
in  the  prescription,  and  the  chances  are 
that  a  seeming  benefit  may  result  in  a 
permanent  injury. — David  Kletzky,  O. 
D.,  Pueblo,  Col. 

Looking  out  on  the  world  through  the 
medium  of  our  perfectly  fitted  glasses 
you'll  see  it  in  a  new  light.  Our  suc- 
cess in  filling  the  demands  of  the  most 
exacting  wearers  of  glasses  is  due  to  our 
use  of  the  finest  of  lens  and  the  utmost 
skill  with  the  best  scientific  apparatus 
for  testing  the  eyes  and  fitting  glasses. 
— King  «|-  Metzger,  Lexington,  Ky. 

The  confidence  placed  in  this  house  is 
well  deserved.  It  is  California's  larg- 
est and  best  equipped  optical  house.  Six 
stores  and  six  factories  are  constantly 
engaged  in  caring  for  the  optical  needs 
of  the  public,  and  doing  so  conscienti- 
ously and  well.  Our  latest  and  greatest 
eye-help  is  the  Kryptok.  This  great  glass 
gives  clear  reading  and  distant  vision  in 
one.  It  does  away  with  two  pairs.  It 
has  no  lines  across  or  pieces  patched 
on  and  is  perfect  for  this  climate. — 
Chinn  Berett  Optical  Co.,  Fresno,  Cal. 

Let  us  show  you  the  Toric  lens.  It 
gives  a  much  larger  field  of  vision  and 
is  clearer  than  the  ordinary  lens.  We 
like  to  have  you  examine  our  new  styles 
of  eyeglasses.— E.  B.  Meyrowitz,  St. 
Paul,  Minn. 

Have  opened  offices.  No.  29  N.  Second 
St.,  and  will  be  pleased  to  see  all  peo- 
ple suffering  from  eye  troubles.  Our 
Harrisburg  office  is  in  charge  of  Dr. 
Stevenson,  who  is  a  well-known  Phila- 
delphia oculist.  No  charge  for  examin- 
ations. Special  clinic  will  be  held  Sat- 
urday morning  for  school  children.  Note 
— Dr.  Stevenson  was  formerly  associated 
with  the  late  Drs.  Keyser  and  Ernest 
Goodman,  of  the  Wills  Eye  Hospital, 
Philadelphia.— r^e  Philadelphia  Optical 
Co.,  Harrisburg,  Pa. 

Your  eyes  are  as  valuable  an  asset  as 
you  have.  Think  what  you  would  do 
without  them.  Yet  how  much  care  do 
they  get  from  you  ?  Watch  the  eyes. 
If  they  ache  after  steady  use  for  some 
time:  if  vou  have  headaches  that  vou 
can't  explain — go  to  a  good  optician  and 
have  your  eyes  examined. — Frederick 
Loeser  ^  Co.,  Brooklyn,  N.  Y. 


OPTICAL  GOODS 


€0 


JEWELRY   ADVERTISING 


! 


i 


t 


Gold  front  eyeglasses.  They  are  skel- 
eton frames  with  the  best  quality  lenses. 
This  price  doesn't  cover  the  actual  cost 
of  the  gold.  The  clips  are  the  new  kind 
which  cannot  slip  and  do  not  disfigure 
the  nose.  We  offer  this  chance  as  an 
advertisement  for  our  optical  establish- 
ment. We  want  all  eyeglass  wearers  to 
become  acquainted  with  the  New  Haven 
Optical  Co.  This  offer  of  $3  glasses 
for  $1  includes  the  service  of  our  eye- 
sight specialists.  They  give  each  eye 
separately  the  most  thorough  examina- 
tion, using  only  the  latest  and  finest  in- 
struments. Absolute  satisfaction  guar- 
anteed.—iVcir  Haven  Optical  Co.,  New 
Haven,  Conn, 

If  you  are  thinking  of  buying  new 
glasses  or  having  your  old  ones  repair- 
ed bear  in  mind  these  few  valuable 
suggestions:  We  use  only  the  best  len- 
ses, the  best  material.  We  make  all  our 
special  lenses  on  the  premises.  We  em- 
ploy only  skilled  labor.  We  dispense 
high-grade  goods  at  a  low  price.  Try 
us.— The  Harvey  ^  Lewis  Co,,  Opticians, 
New  Haven,  Conn. 

Are  you  thinking?  Or  do  you  know 
that  we  have  fitted  hundreds  with  our 
compound  astigmatic  glasses  and  cured 
them  entirely  of  their  headaches  ? 
This  bit  of  information  may  be  of  great 
value  to  you  should  you  be  a  sufferer 
from  like  cause.  Where  astigmatism 
exists  you  will  also  find  headache;  they 
go  hand  in  hand.  A  barrel  of  drugs 
will  not  remove  the  cause.  There  is 
but  one  remedy  and  that  is  glasses  prop^ 
erly  fitted.  This  is  our  specialty.  We 
have  done  for  others — we  can  also  do 
for  you.— L.  A.  Ott,  Mansfield,  Ohio. 

Your  eyes  are  not  alike.  May  or 
mar  not  be  a  true  statement,  but  it's  a 
hundred  to  one  it  is.  Only  way  to  find 
out  is  to  call  on  expert  opticists  like  us 
and  have  your  eyes  examined.  That's 
free.  Then  if  you  need  glasses  you  can 
buy  them.  If  you  don't  you'll  be  told 
so.  In  any  event  you'll  be  treated  fair- 
ly.— Bauer  Bros,  Zanesville,  Ohio. 

AMien  eyes  twitch  it's  a  sure  indica- 
tion of  eye-strain.  The  twitching  is 
produced  by  sudden  releases  of  strained 
and  contracting  muscles.  My  specially 
ground  lenses  remove  the  strain,  restore 
the  vision  and  free  the  eye  from  this 
annoying  condition.  For  twelve  years  I 
have  successfully  performed  this  work 
in  Pueblo,  and  my  skill  is  vouched  for 
by  our  leading  professional  and  business 
men.— Darid  Kletzky,  Pueblo,  Colo. 

Do  you  have  a  regular  optician  ?  One 
who  is  acquainted  with  your  eyes  and 
your  peculiar  eye  trouble,  to  whom  you 

OPT/CAL 


feel  at  liberty  to  go  for  any  little  ad- 
justment of  your  glasses  or  advice,  and 
who  will  take  a  real  personal  interest  in 
your  eye  welfare  because  you  are  his 
patient  ?  Or  do  you  drop  into  any  store 
to  be  served  now  by  some  employee  and 
again  by  some  other  ?— /.  M,  Crawford 
4r  Co.,  Fresno,  CaL 

The  success  of  our  house  is  due  to  our 
adoption  of  the  modern  system  of  fitting 
eyes.  This  system  assures  to  you  the 
expert  service  of  conscientious  opticians 
with  clean  records  and  our  great  guar- 
antee behind  them.  It  assures  good 
glasses.  For  many  years  you  have  had 
this  service  from  us.  It  is  your  pro- 
tection against  the  incompetence  of 
those  who  come  into  optical  existence 
to-day  only  to  be  out  of  business  to- 
morrow.—CAinn  Beretta  Optical  Co,, 
Fresno,  Cal. 

If  you  are  one  of  those  unfortunate 
people  dependent  upon  your  glasses,  you 
ought  to  have  an  extra  pair.  In  case  of 
accident  you  would  be  seriously  in- 
capacitated while  waiting  for  the  neces- 
sary repairs  or  the  making  of  new  glass- 
es.—7.  M.  Crawford  <^-  Co.,  Fresno,  Cal. 

"  Substitution  is  as  old  as  trade  itself. 
We  accept  substitutes  because  we  don't 
like  to  bother  about  getting  what  we  ask 
for.^'—Mertz's  Magazine.  But  we  must 
bother  when  the  safety  of  our  eyesight 
is  at  stake.  We  must  resolutely  refuse 
substitutes.— CA4n»  Beretta  Optical  Co., 
Fresno,  Cal. 

Do  your  eyes  trouble  you  ?  If  so, 
have  you  had  them  exanJined  ?  We 
make  no  charge  for  examination  and 
guarantee  to  correct  defective  sight  or 
no  charge.  A  fully  equipped  optical  de- 
partment in  charge  of  a  graduate  opti- 
cian.^Dodge  i'  Whitney,  Lansing, 
Mich.  ^ 

"He  who  runs  may  read**- with  our 
new  Bi-Kontorik  lenses.  The  invisibil- 
ity of  the  bi-focal  is  the  characteristic 
and  unique  feature  of  those  wonderful 
lenses.  The  line  of  division  between  the 
distant  and  near  sight  is  so  difficult  of 
detection  as  to  be  practically  invisible 
alike  to  wearer  and  observer.  It  is  true 
they  cost  more  than  lenses  of  the  ordi- 
nary kind— because  of  the  expert  skill 
and  labor  required  in  grinding  them— 
but  they  are  less  expensive  than  any 
other  style  of  invisible  bi-focals  and  in- 
finitely more  satisfactory'.  We  pre- 
scribe, grind  and  fit  our  own  glasses  to 
correct  all  defects  of  vision  however 
complicated.  The  responsibility  is  ours, 
the  comfort  and  satisfaction  yours.  Re- 
member Kontorik  and  Bi-Kontorik  len- 
ses can  be  had  only  from  A.  Martin, 
Inc.,  Brooklyn,  N.  Y, 
GOODS 


JEWELRY    ADVERTISING 


61 


Eye  glass  comfort.  Our  new  model 
Stazon  mounting  are  the  acme  of  com- 
fort and  ease.  They  have  excellent 
clinging  qualities,  and  are  the  neatest 
and  most  inconspicuous  mounting  we 
know  of.  Better  try  one  of  these 
mounts. — O.  F,  Hutch&son,  Charlotte^ 
town,  P.  E.  I, 

Glasses  will  relieve  headache.  In  nine 
cases  out  of  ten  headache  comes  from 
the  eyes.  In  all  such  cases  properly 
fitted  glasses  will  at  once  relieve  the 
strain  and  prevent  headache.  If  you 
suffer  from  headache  have  your  eyes 
examined.  I  guarantee  correct  glasses 
in  all  cases  where  needed. — M.  L.  Poux, 
Leading    Optician,    Spokane,    Wash. 

The  eyes  cannot  be  cared  for  too  well. 
If  your  eyes  grow  strained  and  tired  you 
need  glasses  or  a  change  of  glasses.  We 
make  a  specialty  of  testing  eyes  and  fit- 
ting the  proper  lenses.  We  carry  a  full 
line  of  optical  goods  of  the  very  finest 
quality.— iJoya/  Optical  Co.,  Winnipeg, 

When  you  have  tried,  spent  your  money, 
failed  to  get  glasses  to  suit  you  and  are 
discouraged  about  your  eyes,  and  con- 
tinue to  suffer  with  headaches,  call  and 
see  me.  You  I  want  to  see.  I  use  no 
medicine  in  the  eyes  and  fit  your  eyes 
scientifically  to  glasses.  No  risk  run 
in  getting  glasses  of  me.  Prices  reason- 
able. Examinations  free.  OflSce  hours, 
every  afternoon  and  evening. — Dr,  H. 
Thomas,  Lebanon,  Pa, 

High  grade  opera  glasses.  They  make 
favored  Xmas  gifts.  We  use  extreme 
care  in  selecting  opera  glasses— choos- 
ing only  the  smarter  styles  in  the  late 
finishes.  But  at  the  same  time  we  fully 
realize  the  importance  of  perfect  lenses. 
All  of  the  glasses  sold  here  are  warranted 
true  optically.  We  carry  a  comprehen- 
sive array  of  the  leading  makes  as  well 
as  those  made  especially  for  us.  Prices 
range  upward  from  $5.00. — M.  A,  Ha- 
gen,  Fargo,  N,  D, 

Selling  glasses.  When  a  man  sells 
glasses  as  an  article  of  merchandise,  he 
does  not,  or  should  not,  claim  to  rectify 
difficult  and  conplicated  cases  of  defec- 
tive vision.  To  accomplish  that  requires 
especial  knowledge  and  especial  skill. 
Selling  glasses  is  one  kind  of  business; 
the  accurate  fitting  of  lenses  is  alto- 
gether a  different  matter. — David  Klet- 
zky, O.  D.,  Pueblo,  Col. 


Look  up  and  cheer  up.  Even  if  your 
eyesight  is  bad,  we  can  remedy  the  de- 
fect with  proper  glasses.  Everything  is 
in  the  lens.  It  makes  no  difference 
whether  the  frame  be  made  of  gold  or 
brass— neither  will  help  your  eyesight.  It 
is  not  the  looks  of  things  so  much  as 
the  way  you  look  that  is  of  interest  to 
you.  Let  us  adjust  the  proper  glasses 
to  your  eyes,  and  you  will  find  you  have 
perfect  vision  at  a  small  cost.  Call  at 
once.  Reduced  prices  for  holiday  trade. 
Will  gladly  change  glasses  bought  for 
presents  within  sixty  days.— 5.  B.  Dew- 
bo,  Binghamton,  N,  Y. 

The  improved  appearance  made  by 
wearing  glasses  is  easily  appreciated, 
while  the  increase  in  comfort  to  the 
wearer  is  very  great.  Remember,  that 
the  writing  of  prescriptions  is  our  spe- 
cial work;  we  also  grind  and  fit  our  own 
lenses.  Our  twenty  years'  successful 
practice  has  abundantly  proved  that  this 
work  can  be  better  done  without  divid- 
ing the  responsibility  between  oculist 
and  optician.  Our  work  embraces  that 
of  both. — A.  Martin,  Brooklyn,  N.  Y, 

Did  you  ever  consider  that  the  fitting 
and  adjustment  of  eyeglasses  is  an  ex- 
act science.  Correct  work  requires 
painstaking  effort  and  a  scientific 
knowledge  of  the  eye  attained  only 
through  years  of  study  and  practical  ex- 
perience. Our  examining  optician  is 
fully  capable  of  suiting  the  most  difficult 
cases.  We  guarantee  satisfactory  re- 
sults, or  money  refunded. — El  Paso  Op- 
tical Co.,  El  Paso,  Tex. 

Valuable  eye-aids.  Would  you  see 
clearly — get  good  glasses.  Would  you 
see  easily — get  good  glasses.  Would  you 
preserve  your  eyesight — get  good  glasses. 
Get  Chinn-Beretta  glasses — made  in  the 
firm's  own  factories — made  from  the  fin- 
est materials — made  with  the  greatest 
care — valuable  eye-aids. — Chinn-Beretta 
Optical  Company,  Fresno,  Cal, 

Our  optician  says  that  it  is  astonish- 
ing the  great  number  of  children  who 
possess  eyes  incapable  of  school  work. 
Education  is  based  principally  on  the 
use  of  the  eyes— if  these  be  deficient 
then  the  chief  basis  of  learning  is  ham- 
pered. Don't  allow  these  defects  to  go 
uncorrected — it  may  prove  serious.  Our 
optician's  advice  may  be  fully  relied  up- 
on.— Ryrie  Bros.,  Toronto,  Can, 


OPTICAL  GOODS 


62 


JEWELRY    ADVERTISING 


I 


GIRL  GRADUATES 


"Rememher  the  graduate  with  some- 
thing lasting. — Some  of  our  rare  jewelry. 
— Julius  C.  Walk  Sj;  Son,  Indianapolis. 

Forebodings  of  the  eventful  gradua- 
tion time.  Brains  the  first  requisite — 
then  these,  for  the  girl  graduate. — 
Bernstein's,  Pueblo,  Colo. 

Commencement  of  the  end  of  school 
days  naturally  brings  thoughts  of  pres- 
ents for  graduates.  No  such  place  like 
the  jeweler's  for  real,  precious  and  en- 
during gifts. — Heintz,   Lexington,  Ky. 

In  selecting  commencement  gifts  why 
not  commemorate  this  event — one  of  the 
most  notable  in  your  child's  life — by 
choosing  a  diamond  ?  Even  a  small  one, 
coming  as  it  does  on  that  occasion,  car- 
ries with  it  a  great  deal  of  sentiment, 
and  the  recipient  will  cherish  and  re- 
member it  a  lifetime. — /.  S.  Lewis 
Co.,  Ogden,  Utah. 

A  glance  through  our  store  offers 
many  suggestions  to  parents,  and 
friends,  for  the  remembrances  so  ap- 
propriate at  commencement  time.  Our 
watches,  rings  and  brooches  should  in- 
terest those  very  near  to  the  young 
graduates;  their  other  good  friends  will 
also  find  many  acceptable  articles  in  our 
stock. — /.  S.  Lewis  Sj;  Co.,  Ogden,  Utah. 

For  the  fair  girl  graduate.  Just  a 
few  more  weeks  of  school  and  then  com- 
mencement day,  the  most  important 
event  in  the  school  life  of  the  girl  grad- 
uate, will  be  here.  With  it  comes  the 
need  of  a  graduating  gown  and  all  the 
requisites  that  are  essential  to  this  grand 
event.  We  bring  to  your  attention  to- 
day, a  list  that  contains  many  things 
that   will   be  needed   by  every   girl   who 


graduates  and  which  can  be  gotten  to 
best  advantage  here.— Oable  ^  Co.,  Al- 
toona.  Pa. 

Batiste  and  net  robes  for  graduating 
dresses  or  lovely  evening  gowns.  They 
came  in  with  the  New  Year,  full  of  the 
lovely  freshness  of  spring.  We  lifted 
the  covers  of  their  boxes  a  full  three 
months  ahead  of  time,  so  that  gradu- 
ates could  select  their  dresses,  and 
women  their  gowns  for  coming  social 
events.  These  robes  were  made  in 
France  and  Switzerland.  The  skirts 
are  almost  ready  to  put  on,  and  there 
are  trimmings  and  ample  material  for 
the  waists.  Very  easy,  indeed,  to  put 
together  for  any  woman  with  a  little 
skill.— T^6  /.  L.  Hudson  Co.,  Detroit. 

Things  for  the  girl  graduate.  Com- 
mencement day — off  with  the  old  life 
and  on  with  the  new.  We've  everything 
for  girl  graduates  except  diplomas.  The 
gown  comes  first,  of  course.  You'll  find 
a  handsome  line  of  white  dresses  spe- 
cially adapted  to  "graceful  girlish  fig- 
ures." All  desirable  materials — very 
pretty  and  very  cheap.  These  you  find 
in  suit  department.  Or,  if  you  prefer  to 
buy  the  fabrics  and  see  to  the  make  of 
the  gown  yourself,  we  can  supply  you 
with  just  the  fabric  you  want  at  the 
price  you  want  to  pay.  Then  the  acces- 
sories— the  lesser  part  of  the  outfit,  the 
finishing  touches,  but  very  important — 
fans,  ribbons,  gloves,  shoes,  hosiery,  belts 
and  perhaps  a  hat.  You  will  find  plenty 
of  choice  here.  All  very  bright  and 
cherful  as  befits  the  occasion.  Things 
to  do  honor  to  the  last  day  of  school. 
Let  us  show  you  these. — Hills,  McLean 
Sf-  Haskins,  Binghamton,  N,  Y, 


** 


What's  the  difference  between  a  gown  and  a  creation?  " 
**  I  can't  give  you  the  exact  figures,  but  it's  a  small  for^ 
tune." — Chicago  Post. 

±     ±     ± 


»» 


She — "  Do  you  believe  thai  mosquitoes  smile? 

He — **  Well,  if  they  are  not  smiling  this  season,  with  all 
the  openwork  waists  around,  they  never  will," — Yonkers 
Statesman. 

QIRL  GRADUATES 


JEWELRY    ADVERTISING 


6S 


FANS 


A  sort  of  spruce  picturesqueness, 
quaint  and  jaunty,  governs  fashions  this 
season  even  in  the  smallest  things.  Small 
fans  all  of  wood  prove  the  point.  Odd 
or  conventional  in  shape,  made  of  un- 
varnished light  wood,  with  a  ribbon  hold- 
ing the  sticks  together,  and  bright  floral 
decorations  painted  in  clear  water-col- 
ors, they  lend  a  touch  of  piquancy  to  the 
summer  toilette.  50  cents  each.— /ofc» 
Wanamaker,   New   York,  N.   Y. 

Wonderful  how  so  much  prettiness 
and  daintiness  can  be  sold  for  less  than 
a  dollar.  They  represent  the  surplus 
stock  from  one  of  the  makers  with  whom 
we  do  a  large  business.  He  was  anxious 
to  turn  the  stock  into  cash,  and  here 
they  are.  White  gauze  fans  with  dainty 
decorations  of  paintings  and  spangles, 
some  have  lace  edges  and  lace  applique; 
others  have  plain  top  and  medallion  ef- 
fects in  spangles;  all  have  carved  bone 
sticks.— F.  Loeser  ^  Co.,  Brooklyn. 

Fans.  Our  stock  of  fans  imported  ex- 
pressly for  the  Madden-Graham  com- 
bination has  been  received  and  we  can 
say  with  all  truthfulness  it  is  by  far  the 
most  beautiful  line  ever  shown  in  the 
city.  Fans  for  graduating  presents  are 
always  acceptable.  The  time  will  soon  be 
here  for  the  occasion,  which  will  neces- 
sarily cause  you  to  ask  yourself,  what 
shall  I  give?  We  answer  the  same  by 
saying,  come  see  our  line  of  fans.  And 
the  question  will  easily  be  solved.  Each 
and  every  fan  shows  the  result  of  an 
artist.  Hand  painted  with  carved  ivory 
sticks.  The  dainty  lace  fans  studded 
with  spangles  are  beautiful  and  no  two 
alike.— Madden's,  Denison,  Texas. 

Dainty  fans  of  every  description, 
feather  and  spangle  trimmed,  silk  and 
hand  decorated.  We  have  never  offered 
a  finer  line  and  doubt  if  you  have  ever 
had  an  opportunity  to  see  a  finer  fan 
display.  Come  and  look  while  the  as- 
sortment is  complete. — J.  N.  Adam  Co., 
Buffalo,  N.  Y. 

Palm  leaf  fans  for  cooling  one's  self. 
Sell  them  in  dozen  lots  so  that  you  can 
have  a  few  bandy  in  the  different  rooms 


of  your  home  and  on  the  veranda.. — The 
Fair,  Chicago,  III. 

Hand  decorated  fans — water  colors  or 
silk.  Daintiest  creations  we  have  ever 
offered.  Nothing  finer  can  be  found  for 
graduation  gifts  or  birthday  presents. 
Despite  the  fact  that  these  fans  are  of 
foreign  manufacture  and  real  works  of 
art,  we  have  made  the  price  temptingly 
low.  You  will  be  delighted  with  their 
beauiy.—Marshall  Field  Co.,  Chicago. 

It's  fan  time  now,  better  get  one. 
Keep  cool,   a  fan  helps   considerably, 
and  when  you  can  get  one  at  a  low  price 
why  should  rou  be  without  it? 

We  are  showing  a  great  assortment  of 
fans;  in  white  silk  gauze,  with  beauti- 
fully carved  ivory  sticks;  hand  painted 
and  lace  trimmed;  different  prices. — 
May  Co.,  Cleveland,  O. 

New  paper  fans  prettier  than  ever. 
For  one  thing  the  colorings  are  softer 
— the  new  shades  of  Copenhagen  blue, 
dull  reds,  browns  and  greens  that  the 
clever  Jap  artists  have  made  into  har- 
monies in  the  floral  and  figure  printings 
and  in  the  cut-out  effects  on  sheer  gauze. 
It  would  seem  a  pity  to  spoil  a  summer 
frock  with  the  wrong  color  note  when 
such  dainty  fans  are  to  be  had  for  a 
few  cents.  Black  fans  and  effects  in 
soft  grays  and  white  as  well  as  colors 
from  10  cents  to  98  cents.— F.  Loesor 
4-  Co.,  Brooklyn,  N.  Y. 

Fans  for  graduates  and  Anniversary 
Day.  A  fan  is  a  dainty  gift,  and  one 
that  will  be  appreciated  by  the  "sweet 
girl  graduate."  We  do  not  know  of  a 
time  when  we  have  been  able  to  offer 
such  remarkable  values  as  now.  Dainty 
white  silk  and  gauze  fans,  with  lace  ap- 
plique, lace  edge,  pretty  paintings  and 
spangle  effects,  with  carved  bone  sticks. 
— Abraham  ^  Straus,  Brooklyn,  N.  F. 
Fans  for  graduation  have  come  hurry- 
ing across  from  Paris. 

Dainty  little  frivols  of  gauze,  span- 
gles and  lace — the  crowning  touch  to  a 
white  costume. 

Pretty  ones  at  almost  every  thinkable 
price  from  25c  upwards.^ScAtpper  ^ 
Block,  Peoria,  III. 


FANS 


64i 


JEWELRY    ADVERTISING 


JEWELRY    ADVERTISING 


65 


! 


GLASSWARE 

.'^^^T''^^.^  ^^^^  ^^^  ^^'^d^groom  always  seem  to  enjou 
his  wedding  breakfast  so  much?" 

He—-''  I  suppose  because  it  is  too  early  for  his  wife  to 
begin  throwing  plates/'— Yonkers  Statesman, 


WEDDING   PRESENTS  AND 

TROUSSEAUX 


After  all  what  make  a  table  look 
brighter  and  more  inviting  than  a 
sprinkling  of  crystal  glassware  ?  We 
have  been  unpacking  a  beautiful  line 
of  these  goods  this  week  and  they  are 
now  shown  at  the  Glarcv/are  Depart- 
ment—A"ay-TF-A'rti/,  York,  Pa. 

Adorn  your  table  and  sideboard  with 
this  handsome  yet  economical  press-cut 
glassware.  It's  beautiful.  Wash  in  hot 
water  and  polish  carefully— sparkles  like 
cut  glass.— The  Uth  St,  Store,  New 
York,  N.  Y, 

A  Fourth  of  July  Boom  in  Tumblers. 
—Monday  morning  we  began  a  sale  of 
these  seasonable  goods  which  is  scatter- 
ing them  in  true  cannon-cracker  style. — 
Brinsmaid  ^  Co.,  Des  Moines,  la. 

Colonial  glass,  French  china.  A  per- 
fect reproduction  of  the  beautiful  de- 
signs of  our  early  colonial  days.— 
Schlesinger  ^  Mayer,  Chicago,  III. 

Xo  other  article  of  glassware  is  in 
such  immense  and  universal  demand  as 
Table  Tumblers  and  so  it  is  perhaps  na- 
tural that  prices  seldom  vary.  A  cut  of 
even  two  cents  a  dozen  on  the  wholesale 
price  is  enough  signal  to  set  every  dealer 
in  the  country  to  loading  up  to  his  full- 
est capacity.— FredericA  Loeser  &  Co., 
Brooklyn,  iV.  Y. 

The  sale  of  glassware  has  begun  with 
unprecedented  success.  Little  wonder; 
consider  the  prices.  This  stock  is  the 
surplus  of  the  best  crystal  maker  in  the 
country  and  probably  the  best  factory 
in  the  whole  Glass  Association.  By 
agreement  we  are  not  allowed  to  men- 
tion name.  This  glassware  is  all  thin 
blown  crystal.— G^trnte/  Bros.,  Milwau- 
kee, Wis. 

While  this  popular  glassware  is  ex- 
tensively used  on  account  of  its  durabil- 
ity as  a  substitute  for  finer  glassware 
in  summer  it  is  used  by  others  at  all 
times  simply  because  of  its  inherent 
beauty  and  quaint  design.— Dulin  ^ 
Martin  Co.,  Washington,  D.  C. 

A  Tumble  in  Tumblers  from  35c.  to 
24c.  a  Dozen.— Two  thousand  dozen 
pressed  glass  water  tumblers,  with  imi- 


G  LASS  WARE 


tation  cut  glass  fluted  bottom.  News 
that  will  be  appreciated  by  the  prudent 
housewives.  It  means  a  saving  that  is 
considerable— when  broken  tumblers 
may  be  replaced  at  such  little  cost.— 
Abraham  ^  Straus,  Brooklyn,  X.  Y. 

Do  you  drink?  Well,  it  does  not 
make  any  difference  what  you  wish  to 
use  in  them.  We  have  a  full  line  of 
tumblers,  wine  and  whiskey  glasses.— 
The  Savings  Bank  Store,  Grand  Forks. 

This  will  be  the  last  chance  to  secure 
one  of  these  beautiful  sets,  as  we  took 
all  the  factory  had  and  this  is  the  last 
lot.  The  pattern  so  careful  an  imitation 
of  cut  glass  that  only  an  expert  can  tell 
the  difference.  The  glass  is  clear  and 
sparkling.  The  set  consists  of  one  de- 
canter with  hand-polished  stopper,  and 
six  wine  glasses  to  match,  with  full- 
sized  glass  iray.-The  Fourteenth  Street 
Store,  New  York,  N.   Y. 

Carlsbad  gold  engraved  glass.  Five 
hundred  samples— about  half.  Prob- 
ably the  best  gold  engraved  glass  in  the 
world  comes  from  Carlsbad.  Blanks  of 
purest  crystal  are  delicately  engraved 
with  intricate  designs  of  flowers  and 
foliage,  and  the  engravings  are  backed 
up  with  pure  gold  leaf.  The  effect  is 
very  rich.  From  one  of  the  chief  mak- 
ers of  this  glass  we  have  about  five 
hundred  sample  pieces,  scarcely  any  two 
alike.  And  prices  are  about  half  the 
regular.- F.  Loeser  4;  Co.,  Brooklyn. 

Correct  glassware  for  summer  serving. 
We  have  goods  for  every  requirement, 
from  the  inexpensive,  plain  patterns  to 
those  richly  etched  and  cut.  Our  colon- 
ial designs  are  very  popular  for  use  in 
summer  entertaining  and,  while  moder- 
ate in  price,  have  a  dignified  richness 
which  is  very  pleasing.  We  show  ap- 
propriate styles  for  serving  lemonade, 
ginger  ale,  iced  tea  and  other  cool  sum- 
mer beverages.  Besides,  we  have  the 
latest  patterns  in  dishes  for  grape  fruit, 
fruit  salads,  sundaes,  sherbets,  parfait 
ice  cream  and  ices.  If  in  need  of  gran- 
iteware  we  carry  a  complete  line  in  lave 
blue  finish.—//.  Watson  .^  Co.,  Saginaw, 


Prussian  Brass.— A  new  ware  made 
up  in  very  artistic  designs,  would  make 
a  splendid  wedding  gift. — B,  Ashby, 
Colorado  Springs,  Colo. 

Have  you  thought  about  a  Chafing 
Dish  as  a  Wedding  Present?  It  has  a 
hundred  dainty  uses  especially  suited  to 
the  housekeeping  needs  of  new  begin- 
ners.— Hofman's,  Columbus,  O. 

A  tip  to  the  June  bride— practice 
economy;  it  is  the  road  to  wealth.  Be- 
gin to  economize  now !  We'll  help  you. 
Let  us  fit  up  your  new  home.  $1  down, 
$1  per  week.— ^^f.  Louis  House  Furnish- 
ing Co.,  St.  Louis,  Mo. 

The  two  important  advantages  ob- 
tained in  buying  wedding  gifts  at  our 
show  rooms— are  lower  prices  and  as- 
sortments far  greater  than  you  can  hope 
to  find  elsewhere. — Pairpoint,  New  Bed- 
ford, Mass. 

To  the  brides  of  to-day.  The  first 
step  to  success  with  your  cooking  will 
be  to  insist  on  having  a  gas  range.  Don't 
start  in  with  a  gasoline  stove,  it's  dan- 
gerous; or  a  steel  range  that  will  keep 
you  in  the  kitchen  all  day;  but  do  your 
work  on  a  gas  range.— -<7a«  Company, 
Saginaw,  Mich. 

A  bride  cherishes  her  wedding  gifts 
more  than  any  presents  she  receives  dur- 
ing her  life.  They  are  displayed  for  the 
admiration  of  her  closest  friends.  Let 
us  show  you  some  gift  objects  that  will 
be  a  credit  to  you  and  a  lasting  source 
of  satisfaction  to  the  recipient.— -R. 
Ashby,  Colorado  Springs,  Colo. 

June  weddings — China  showers.  If  in 
doubt  what  gift  to  give  the  June  bride, 
a  visit  to  our  china  and  bric-a-brac  de- 
partments will  suggest  many  appropri- 
ate ideas.  They're  just  beaming  over 
with  beautiful  new  French  and  Haviland 
China  and  finest  assortment  of  bric-a- 
brac. — Rosenbaum    Company,   Pittsburg. 

Solid  silver  for  June  brides.  The 
sterling  metal  which  time  has  most 
strongly  approved  for  wedding  gifts. 
Nothing  more  permanent;  nothing  more 
heartily  valued  and  taken  care  of  dur- 
ing all  of  the  life  of  which  the  wedding 
day  is  the  lieginning;  nothing  more  val- 
ued to  be  handed  down  to  succeeding 
generations. — Wanamaker's,    Phila. 


June  Wedding  Gifts.  Is  a  rose  less 
precious  because  it  is  a  gift?  Is  ster- 
ling silver  less  precious  because  we-  in- 
troduce the  buyer  to  fine  articles  that 
the  maker  had  to  sell  for  about  their 
bullion  worth?  Thafs  aW.-Schipper  ^ 
Block,  Peoria,  III. 

June  brides.  Easy  to  get  married, 
but  hard  to  get  the  furniture.  A  most 
worthy  and  esteemed  friend  of  ours  said 
this  jokingly;  but  like  many  of  his  say- 
ings, there's  quite  a  grain  of  truth  in 
it.  To-day  we  briefly  enumerate  items 
essential  to  home  furnishing,  quoting 
prices  showing  how  far  a  little  money 
will  go  if  you  purchase  your  outfit  here. 
— Kellar  ^-  Bullard,  Xew  Haven,  Ct. 

Here  is  news  for  the  bride.  The  sub- 
ject of  what  to  wear  is  an  all  important 
one.  Of  course,  you  want  your  gown 
becoming.  The  goods  must  be  suitaVile, 
must  be  in  style  and  choice  centers  most 
on  the  thin  filmy  stuffs  of  sheer  open 
weave,  as  they  make  up  more  daintily, 
in  more  pleasing  effect,  than  the  heavier 
kinds.  White  is  the  thing,  fashion  ap- 
proves it. — Brown,  Thomson  Sj;  Co., 
Hartford,  Conn. 

Important  to  Those  Who  Have  Wed- 
ding Invitations.— This  extraordinary 
saving  occasion  affords  the  ideal  oppor- 
tunity for  those  who  will  present  wed- 
ding gifts,  as  we  have  included  in  this 
sale  an  unusually  bright  diversity  of  ap- 
propriate articles  so  much  cherished  by 
young  married  people.  For  the  same 
amount  you'd  spend  elsewhere  you  may 
select  a  present  of  nearly  twice  the 
value,  or  if  you  have  decided  on  present- 
ing a  gift  of  a  certain  valuation,  you 
may  as  well  save  nearly  half. — Simpson- 
Crawford  Co.,  yew  York. 

Attractive  Wedding  Presents.— Our 
stocks  abound  with  innumerable  new 
pieces  in  crockery  and  furniture  suitable 
for  wedding  gifts.  All  the  newest  and 
best  novelties  now  on  sale.  Include  our 
store  in  your  shopping  tour. — McXam- 
ara  ^  Harding,  Binghamton,  N.  Y. 

June  is  a  great  month  for  weddings, 
and  June  brides,  and  bridegrooms  too, 
should  see  our  matchless  outfit  offers  at 
either  the  Pittsburg  or  Allegheny  store, 
—Thomas  ^  Co.,  Pittsburg,  Pa. 


WEDDING     PRESENTS    AND     TROUSSEAUX 


f 


66 


JEWELRY   ADVERTISING 


How  lace  ever  came  to  be  the  most 
imj)ortant  part  of  a  bridal  dress  it  is 
hard  to  sar;  but  no  bride  who  looks  for 
luck  in  marriage,  or  hopes  for  increased 
fortune  while  in  that  state,  goes  to  the 
altar  without  at  least  a  touch  of  it. 
And  because  Ducliess,  and  Duchess 
point — that  exquisite  lace  that  has  made 
Brussels  the  most  wonderful  lace  centre 
in  the  world — is  the  finest  and  most  deli- 
cate— ^iV  is  the  lace  that  the  world  con- 
siders most  fitting  for  a  bride. — Blum 
Bros.,  Philadelphia,  Pa. 

Bridal  trousseaux  whose  delicate  han- 
diwork, sheer  fabrics  and  filmy  laces 
lend  a  distinctive  daintiness  to  each  gar- 
ment, are  characteristic  of  the  exquisite 
underdressing  of  the  Parisiennes,  to 
whom  this  important  adjunct  of  correct 
costuming  has  become  a  veritable  art. — 
Woodward  <^-  Lothrop,   Washin(fton. 

,  This  store  solves  every  problem  of 
brides*  and  bridesmaids'  outfitting,  ex- 
cept individual  choice.  So  that  the 
power  of  intelligent  selection  may  ar- 
rive at  its  object  in  the  most  satisfac- 
tory manner,  we  present  more  than  a 
hundred  distinct  styles  and  weaves  of 
silks,  from  dainty,  filmy  creations  in  lace 
effects,  to  heavy,  rich,  stately  satins,  em- 
bracing style  thoughts  and  fabric 
schemes  for  gowns  from  the  world's 
most  authentic  sources. — Blowenstein 
Bros.,  Memphis.  Tenn. 

June  brides  always  find  a  wedding 
present  most  acceptable  when  it  comes 
from  Byrd's.— C.  L.  Bifrd  <§•  Co.,  Mem- 
phis, Tenn. 

Cut  glass  for  June  weddings.  N'oth- 
ing  is  more  appropriate  and  stylish  than 
cut  glass  for  wedding  gifts. — Morley 
Brothers.  Saginaw,  Mich. 

Wedding  presents  should  be  selected 
for  their  utility  and  beauty.  The  pres- 
ent displays  the  donor's  taste. — Harring' 
ton  S(  Xounen-Macher,  Columbus,  O. 

About  the  particular  wedding  you  are 
interested  in  let  us  suggest  that  one  of 
the  ver\'  best  gifts  is  in  the  line  of  ster- 
ling silver. — C.  L.  Bgrd  S(  Co.,  Memphis. 

June  inducements  to  begin  housekeep- 
ing offered  by  Shannons.'  June  is  the 
month  of  weddings  and  the  month  we 
commence  to  cut  down  our  stock  in 
preparation  for  fall  purchases. — Shan- 
non, Columbus,  O. 

Our  steadily  increasing  sales  at  this 
time  of  the  year  are  evidence  that  furni- 
ture as  a  wedding  gift,  combining  as  it 
does,  sentiment  with  practicability,  is 
rapidly  coming  into  favor. — Sander  §^ 
Becker  Furniture  Co.,  Indianapolis,  Ind. 

"The  month  of  brides."    We  invite  the 

WEDDING     PRESENTS 


brides  of  1909  as  well  as  of  previous 
rears  to  inspect  our  l>eautiful  collection 
of  Oriental  and  American  rugs,  as  well 
as  other  l)eautiful  furnishings  for  floors 
and  windows. — The  H.  H.  Origgs  Com- 
pany, Cleveland,  O. 

All  the  creations  of  the  foremost  pro- 
ducers of  footwear  are  here  in  slippers 
and  other  footwear  which  the  bride  will 
need  on  her  wedding  tour.  If  she  be 
going  abroad  the  correct  footwear  is 
here  for  wear  while  aboard  the  steam- 
ship.— B,  Rich's  Sons,  Washington,  D.  C, 

The  June  bride's  outfit.  An  unusual 
collection  of  bridal  garments  and  home 
furnishings  that  can  be  secured  here  in 
endless  profusion.  It  is  well  to  select 
these  early.  Quite  often  the  exclusive 
designs  come  in  limited  quantities.  Here 
are  a  few  suggestions  as  to  designs  and 
prices. — James  Shea,  Hamilton,  Ont. 

Delicate  and  correct  silks  for  June 
brides.  A  glance  tells  you  how  finely  we 
are  prepared  to  meet  requirements  for 
June  weddings.  Whatever  is  correct  for 
dresses  for  brides,  bridesmaids  and 
guests  you  can  find  at  "Burke's"  silk 
department.  Xo  thought  "for  better  or 
for  worse"  need  be  entertained  in  any 
selection  made. — Burke,  Fitz  Simons, 
Hone  (|-  Co.,  Rochester,  X.  Y. 

The  wedding  hour  draws  near;  the 
song  of  love's  young  dream  resounds  in 
sweetest  melody  from  rose-covered  al- 
tars to  echo  again  in  pealing  wedding 
bells  and  greet  the  happy  bride  of  June. 
Her  face  beams  with  happy  anticipation 
of  the  lovely  gifts  her  wedding  day  will 
bring.  We  have  devoted  special  care  to 
wedding  gifts  this  season  and  have  the 
very  things  brides  love  most. — Mulford, 
Memphis.  Tenn. 

June  is  the  month  of  marriages,  and 
preparations  for  weddings  are  of  the 
utmost  importance.  The  bride  must 
have  a  trousseau,  and  her  attendants  will 
require  appropriate  raiment  for  the 
beautiful  ceremony.  Such  careful  con- 
sideration has  been  given  to  this  subject, 
and  so  extensive  has  been  the  provision 
of  wedding  goods  in  this  establishment 
that  here  a  complete  bridal  outfit  may 
be  readily  secured;  also  the  require- 
ments of  bridesmaids  and  little  maidens 
of  honor;  and  furthermore,  most  beau- 
tiful and  acceptable  wedding  gifts.— 
Woodward  <.]■  Lothrop,   Washington. 

Lamps.  Cut  Glass.  Art  Wares.  If 
there  is  a  wedding  gift  to  be  bought  or 
a  birthday  gift;  if.  the  summer  home 
needs  a  new  lamp  or  two;  if  own  loveli- 
ness— then  you  will  count  this  news  im- 
portant.— Abraham  4'  Straus,  Brooklyn, 
AND    TROUSSEAUX 


JEWELRY    ADVERTISING 


67 


PHOTOGRAPHY 

"  Do  you  think  Marie's  latest  photograph  does  her  jus- 
tice? " 

"Yes;  but  it*s  a  case  of  justice  tempered  with  mercy." — 
Indianapolis  Sun, 


Babies  !  Soon  they  will  be  big  boys 
and  girls,  and  their  baby  faces  will  be 
only  a  memory.  Bring  the  babies  and 
we'll  catch  their  smiles. — Moore,  Sim- 
coe,  Ont, 

Our  photographs  have  life  to  them. 
They  are  almost  speaking  likenesses,  yet 
have  all  the  softness  and  richness  of  a 
painting.  Our  cameras  are  not  manipu- 
lated by  mere  mechanical  photographers, 
but  by  artists  who  can  give  tone  and 
light  and  beauty  to  the  reproduction. — 
A.  L.  Merrill,  Woonsocket,  R.  I, 

Special  for  the  Children.— Bring  the 
little  ones  during  the  morning  hours — 
any  time  before  noon — and  have  them  sit 
for  a  photograph.  We'll  designate  the 
morning  hours  as  children's  hours  and 
give  you  this  inducement:  $3.50  and 
^.00  Cabinets,  $3.00  per  dozen.  Parents 
vf\\\  kindly  remember  this,  bring  the  lit- 
tle ones  during  the  morning  and  get  the 
benefit  of  the  reduced  price. — Kott- 
man's  Studio,  Altoona,  Pa, 

How  About  Your  Photograph  ? — 
Naturally  at  this  season  people  are  look- 
ing well.  Many  are  taking  advantage  of 
these  conditions — and  it  is  a  pleasure  for 
the  photographer  that  he  is  now  able  to 
put  forth  his  best  effort.  Do  not  delay 
until  the  very  hot  weather — but  call  at 
your  earliest  convenience,  and  select  the 
style  you  wish. — Davis  Gallery,  Rich- 
mond, Va, 

Rogers  the  Baby  Catcher  is  now  catch- 
ing baby  pictures  at  the  Cobb  Studio. — 
T.  V.  Rogers,  Binghamton,  N,  Y, 

Children  Look  Their  Sweetest  in  pho- 
tographs that  are  produced  under  the 
experienced  and  artistic  handling  of  ibis 
studio.  We  have  earned  a  reputation 
second  to  none  in  the  United  States  in 
the  making  of  baby  pictures  and  fam- 
ily groups.— TA*  Smith-Curry  Studio, 
Rochester,  N,  Y, 

Have  the  baby  photographed.  We'd 
like  to  take  the  picture  of  the  baby. 
Sittings  till  you  are  pleased.— Sie^e/, 
Cooper  4-  Co.,  Chicago,  HI. 

It's  curious  that  so   few  photograph- 


ers bring  out  all  the  good  points  in  a 
subject.  A  little  study  of  each  indi- 
vidual soon  shows  us  whether  a  profile 
or  full  face  picture  would  be  best.  This 
ascertained,  we  pose  the  subject  so  that 
all  good  points  are  enhanced  and  others 
modified. — Tooke's    Studio,    Westfield, 

Individuality  is  the  key  note  to  a  per- 
fect portrait.  Bringing  out  the  real 
personality,  the  fine  points  in  character, 
the  little  traits  that  make  us  what  we 
are.  Toned  down  by  the  natural  spirit 
of  an  artist  into  perfect  accord.  Not 
a  thing  of  paper  and  pasteboard  with 
a  ready-made  look.  If  you  want  a 
photo  of  your  real  self,  of  what  your 
friends  see  to  love  and  admire,  call  on 
Barnett,  leading  photographer. — Bar- 
nett,  Crowley,  La. 

Pictures  of  babies  especially  require 
patience  and  knowledge  of  the  art  of 
photography  in  detail  on  the  part  of 
the  man  who  does  the  picture  making. 

I've  been  "catching"  babies  in  their 
cutest  poses  for  years  and  some  of  the 
best  baby  photos  in  the  countrj'  are 
products  of  my  studio.  I  take  old  folks 
and  medium  grown-ups  too. — Rogers, 
Binghamton,  N,  Y, 

The  know  how  of  artistic  photogra- 
phy! Just  enough  light  here — not  too 
much  there,  putting  the  shadows  where 
they  will  bring  out  the  proper  lines,  pos- 
ing the  subject,  so  that  character  and 
personality  will  stand  out  prominently 
— ^years  of  experience  and  study  have 
enabled  us  to  do  this — and  that  is  re- 
sponsible for  the  superior  quality  of  our 
yvoik.— The  Babbitt  Studio,  Washington. 

Have  you  had  baby's  photo  taken? 
It's  an  art  to  take  baby's  photograph  as 
it  should  be  taken.  To  catch  his  roguish 
little  smile,  his  pretty  little  dimple. 
Such  photographs  become  prized  re- 
membrances of  babyhood's  days  in  years 
to  come.  Our  photographer  has  had 
over  twenty  years'  experience  in  photo- 
graphing children.  Children  always  look 
their  best  when  he  takes  them.  No 
troublesome  posings.  Snap  them  in  a 
second. — T.  Eaton  Co.,    Winnipeg,   Can. 


PHOTOGRAPHY 


\ 


68 


JEWELRY    ADVERTISING 


PHOTOGRAPHIC  SUPPLIES 


If  you  have  a  rollicking  pood  time  with 
a  jolly  good  crowd  you  will  want  to  make 
photographs  as  souvenirs.  We  will  do  de- 
veloping and  printing  for  you,  if  you  wish 
— do  best  work  in  quickest  time  and 
for  smallest  prices.— Fred  Loeser  ^  Co., 
New  York. 

Photos  on  cloth.  If  you  would  like 
to  print  your  photographs  on  a  summer 
pillow  or  on  postal  cards  or  just  on  any 
old  piece  of  brown  paper,  a  man  will  be 
in  the  camera  store  Friday,  Saturday 
and  Monday  to  show  how  easy  it  is. 
The  preparations  used  are:  Seurol,  for 
blue  prints,  -250.  a  package;  azpiol,  for 
brown  prints,  75c.  a  package.  Bring  a 
negative  and  have  a  print  made. — Abra- 
ham ^'  Straus,  Brooklyn,  N.  Y. 

We  Supply  Camera  Needs.— Old  Sol 
has  been  very  stingy  with  the  opportuni- 
ties he  has  given  you  to  practice  photo- 
craft  so  far  this  summer.  Let  us  hope 
for  more  pleasant  days  in  future,  and 
meanwhile  "make  hay  while  the  sun 
shines."  Devotees  of  the  camera  will 
find  every  want  supplied  here.  Every 
essential  for  those  who  have  mastered 
the  mysteries  of  the  dark-room  is  pro- 
vided. Or  if  you  like,  we  will  finish 
your  pictures  for  you.  Those  who 
would  join  the  ranks  of  amateur  pho- 
tographers will  find  cameras  here  of 
every  sort  and  price. — Sibley,  Lindsay 
4f  Curr  Co.,  Rochester,  N.  Y. 

Amateur  photography.  Nothing  so 
fascinating,  always  interesting;  cer- 
tainly an  innocent  amusement.  Kodaks 
at  ail  prices,  from  little  Brownies  at  $2 
and  $3  to  any  price  you  care  to  go.    A 


kodak  takes  your  mind  off  the  heat,  and 
makes  your  summer  a  continuous  holi- 
day. Even  a  cheap  camera  will  give 
you  lots  of  pleasure — and  they're  edu- 
cative, too.  Makes  long  winter  even- 
ings pleasant  to  both  the  family  and 
the  guest.  Have  you  seen  the  new 
Premograph.  Takes  3  1-4x4  1-4  in. 
pictures.  Films  by  mail  anywhere  with 
2c.    stamp.— Lee    4:    Sargent,    Montreal, 

The  kodak;  it  fits  all  hobbies.  What- 
ever one's  hobby  may  be — automobiliny, 
driving,  golfing,  yachting,  or  traveling- 
he  can  get  more  out  of  it  by  having 
pictures  of  all  that  pertains  to  it.  And 
then  there  are  the  home  pictures,  the 
children,  the  thousand-and-one  little  in- 
terests of  daily  life.  There  are  pictures 
everywhere,  pictures  worth  the  keeping, 
pictures  that  will  be  prized  more  highly 
every  year.  And  in  making  them  the 
kodaker  is  bound  by  no  hard-and-fast 
rule.  You  may  make  the  exposures  and 
leave  the  developing  and  printing  to  us, 
or  you  may  do  all  the  work  after  pur- 
chasing the  little  anti-dark  room  needs 
at  our  photo  supply  store. — /.  W.  Gra- 
ham 4:  Co.,  Spokane,  Wash. 

"Vanity  of  vanities,"  saith  the 
preacher,  "all  is  vanity."  True  it  was 
in  Solomon's  time,  but  that  was  long 
before  the  time  of  photograph  making. 
Had  he  seen  any  photograph  developed 
and  finished  here  he  would  have  been 
struck  by  its  beauty.  You  can  get  a 
dozen  for  a  mere  trifle.  Your  friends 
want  them.  Have  them  taken  without 
delay.  We're  ready  whenever  you  call. 
—The  Aker'a  Studio,  Hartford,  Conn, 


PHOTOGRAPHIC    SUPPLIES 


JEWELRY    ADVERTISING 


69 


*'OUR  STORE" 


Cows  and  shirts.    Does  service  count? 
If  there  were  two  cows  pastured  in  the 
same  meadow,  each  giving  milk  of  the 
same  purity  and  richness,  one  cared  for 
and  milked  b>'  a  farmer's  wife,  who  was 
clean  about  herself,  and  particular  about 
the  cleanliness  of  her  buckets,  strainers 
and  milk  cans — the  other  cow  receiving 
no  care,  and  being  milked  by  a  slovenly 
maid,  using  carelessly  rinsed  buckets  and 
cans — which  cow's  milk  would  you  want 
to  buy?     If  there  were  two  stores,  each 
selling  the  same  white  shirts  at  exactly 
the  same  price,  one  being  sure  that  you 
got   a  comfortable   fit,  and  the  proper 
sleeve  length,  then  having  the  shirts  care- 
fully wrapped  up  in  a  card-board  pro- 
tector, to  save  the  bosoms,  and  sending 
them  home  in  immaculate  condition;  the 
other  store   giving  you  right  collar-size 
but  body  too  small,  and  sleeves  too  short, 
wrapping  the  shirts  in  paper  only,  send- 
ing them  home  with  collar  bands  crushed 
and  bosoms  dented — which  store's  shirts 
would  you  want  to  buy?    If  other  things 
were  simply  equal,  you  know  that  Wan- 
amaker  service  would  be  worth  a  reason- 
able premium,  because  of  the  care  and 
intelligence  with  which     the    public     is 
served  and  merchandise  delivered.     But 
things    are    not    simply    equal.      Wana- 
maker   merchandise   is    distinctly   better 
than  that  of  other  stores.     Wanamaker 
dollar  white  shirts  are  not  matched  else- 
where for  less  than  $1.50;  and  they  are 
the  criterion  for  a  hundred  other  com- 
parisons.   At  Wanamaker's  you  get  more 
intelligently    selected    dry    goods,    more 
carefully  made  apparel,  better  value  in 
addition  to  service  which,  at  every  point, 
is  the  most  skilled  and  intelligent  known 
to  modern  store  keeping. — John  Wana- 
maker, New  York. 

The  phenomenal  success  of  The  Hub  in 
establishing  in  18  years  the  largest  men's 
and  boys'  outfitting  store  in  the  world, 
plainly  shows  we  possess  the  confidence 
of  the  people,  and  is  directly  attributable 
to  the  iron-clad  principle  of  always  furn- 
ishing the  very  best  quality  of  goods  at 
lower  prices  than  prevail  elsewhere.  The 
prices  we  quote  herewith  represent  spe- 
cial values  in  honor  of  this  occasion.— 
The  Hub,  Chicago,  III, 

This  week  a  world  of  new  economy 
opportunities  open  up  for  you  at  Mitch- 
ell's, the  low  price  store  in  the  district 
of  low  rents  and  expenses.     You'll  be 

"OUR 


interested  in  the  reasons  for  our  remark- 
able June  underselling.  Nobody  has  any 
advantage  of  us  in  buying.  Unlimited 
cash  gives  us  an  entree  into  every  mar- 
ket of  the  world  where  style  and  merit 
exist.  The  several  stores  that  share  with 
us  the  advantage  of  selling  only  for  cash 
calmly  make  allowance  for  mammoth 
rents  and  mammoth  top  salaries  when 
marking  these  goods.  But  this  new,  well- 
conducted  cash  store  in  the  low  rent  dis- 
trict has  both  the  will  and  the  ability 
and  the  spirit  of  expediency  to  save  the 
public  money  when  we  mark  our  goods 
in  the  marking  room — save  money  for 
the  great  army  of  people  of  moderate 
means  who  demand  dependable  merchan- 
dise of  latest  make  and  fashion.  This 
advertisement  is  a  great  commentary  on 
buying  goods  in  Kansas  City.  Read  and 
think  over  how  easy  it  is  to  get  here  and 
save  money. — Mitchell  Dry  Goods  Co., 
Kansas  City,  Mo. 

Every  big  store  nowadays  must,  in 
order  to  treat  every  one  alike,  stick  to 
the  rules  which  they  adopt  and  to  make 
exceptions  of  a  few  would  be  to  break 
a  principle  that  may  eventually  lead  to 
the  ruination  of  a  business.  "  Be  sure 
you're  right  then  go  ahead,"  is  what 
some  knowing  philosopher  once  said,  and 
it's  by  far  the  best  advice  that  any  one 
can  give  you.  Lehman  &  Company  are 
right  in  about  everything  they  do — they 
give  the  right  quality  at  the  right  price 
— they  give  you  the  right  sort  of  service, 
and  anything  unsatisfactory  is  always 
made  right. — L.  Lehman  |*  Co.,  Trenton, 

Your  store.  We  call  this  your  store 
for  the  reason  that  you  are  at  liberty  to 
come  and  go  as  you  please,  whether  for 
sightseeing,  rest,  recreation  or  shopping. 
It  is  not  only  a  mercantile  establishment 
to  make  money,  but  to  oflFer  you  every 
convenience  in  the  way  of  little  luxuries 
that  will  come  to  you  free  of  charge  and 
with  no  cost  whatever.  Wherever  it 
has  been  possible  we  have  installed  such 
conveniences  as  will  help  you  in  your 
shopping  and  make  more  satisfaction  to 
you  on  every  purchase. — Emery,  Bird 
Thayer  ^  Co.,  Kansas  City,  Mo, 

Stock  at  this  store  has  the  best  chance 
in  the  world  to  be  always  stylish  and 
seasonable — it  comes  and  goes  so  fast 
under  the  pressure  of  our  big  and  busy 
trade. — Ingram  ^  Bird,  Sacramento,  CaL 
STORE " 


70 


JEWELRY    ADVERTISING 


JEWELRY   ADVERTISING 


71 


i 


A  hot  day — a  cool  store.  Most  peo- 
ple thought  yesterday  pretty  warm.  In 
the  tea  room,  on  the  second  floor,  we 
had  to  keep  all  the  twenty-two  southern 
windows  closed  at  the  bottom — the  breeze 
came  up  so  strong  from  the  ocean  that 
it  blew  the  napkins  and  bills  of  fare, 
even  the  spoons,  from  the  tables.  Not 
only  is  Brooklyn's  coolest  restaurant  here, 
but  this  is  Brooklyn's  coolest  store,  the 
coolest  place  to  tie  found,  except  chin 
deep  in  the  ocean.  Wide  aisles,  lofty  air 
spaces,  a  perfect  ventilating  system  and 
hundreds  of  whizzing  electric  fans  make 
it  comfortable  to  shop,  no  matter  how 
high  the  mercury  goes  out  of  doors. 
Throughout  the  store  now  you  will  find 
noteworthy  offerings  of  summer  goods, 
which  not  only  mean  comfort  and  cool- 
ness, but  which  mean  very  definite  econ- 
omies to  those  who  share  them. — Fred- 
erick Lo€8€r  ^'  Co.,  Brooklyn,  N.  Y. 

The  great  tables  of  this  ample,  bright 
and  cheery  part  of  our  store  will  be 
covered  with  the  white  vestments,  and 
prompt,  courteous  saleswomen  will  serve 
you.  The  sale  will  be  numbered  among 
the  most  important  of  this  store's  his- 
tory and  you  should  be  the  gainer  in  no 
uncertain  sense. — The  Lewis  Store,  Den- 
ver, Col. 

Come  to  the  store  often,  look  over 
the  different  departments,  ask  questions 
about  the  goods,  and  then  when  you  can- 
not come  it  will  be  easier  to  order  by 
telephone.  We  have  much  to  interest 
these  days.— Chandler  ^  Rudd  Co., 
Cleveland,  Ohio. 

And  we  don't  believe  there  is  a  place 
in  town  where  your  wants  in  this  line 
can  be  so  satisfactorily  filled  as  at  this 
store — the  tremendous  stocks  and  wide 
range  of  prices  make  the  choosing  easy. 
— Fowler,  Dick  ^-   Walker,  Binghamton. 

One  feature  about  this  store — you  can 
take  plenty  of  time  here.  Life  is  too 
strenuous,  anyway.  Especially  this 
weather.  And  when  ladies  come  to  pick 
out  clothes  for  the  boys  we  want  them 
to  take  it  as  easy  as  possible.  We  have 
chairs,  and  tables  to  be  seated  at,  and 
we  can  provide  a  refreshing  glass  of 
water,  and  you  will  get  waited  on  just 
as  well  as  though  you  rushed  into  a  per- 
spiration. Then  there  are  bargains  every- 
where in  the  children's  department  to 
make  things  more  interesting. — Oem- 
mill,  Burnham   ^'   Co.,   Hartford,  Conn. 

The  children  are  always  welcome  in 
this  store. — Now  that  the  school  vacations 
are  here  we  desire  to  emphasize  the  cor- 
dial welcome  which  always  awaits  the 
children  who  visit  this  great,  interesting, 
beautiful  store.    Parents  are  invited  to 

"OUR 


bring  the  little  ones  when  they  come 
on  their  shopping  tours,  or  merely  for 
the  pleasure  and  delight  the  beautiful 
displays  will  give  the  children.  There 
are  a  thousand  things  here  that  will 
interest  them,  and  instruct  them  as  well. 
That  the  children  regard  it  as  a  rare 
treat  to  visit  this  store  is  evidenced  from 
the  many  delightful  surprises  they  find 
on  every  hand.  The  points  of  interest 
which  are  so  much  appreciated  by  older 
people  are  frequently  of  still  greater 
pleasure  to  the  children. — Marshall  Field 
^  Co.,  Chicago,  III. 

The  alteration  discount  sale.   *'Bother 
me?    Not  at  all,"  said  a  patron  in  re- 
sponse to  the  query  whether  the  noise  of 
saw  and  hammer  was  found  disturbing. 
*'rd     be     content     to     shop      the     year 
'round  under  similar  conditions  so  long 
as  I  could  save  money  at  an  equal  rate.** 
Working   now   to   reduce   stocks.     Good 
store  keeping  demands  that  a  new  sea- 
son's  goods   must    find    no   old    season's 
to    compete    against    when    they    arrive. 
Then,  too,  we  thought  we  were  generous 
in  our  space  allotments  to  the  builders, 
who  are  busily  engaged   giving  the  fin- 
ishing  touches    to   the    interior    of   The 
Store  of  Satisfaction.     They  don't.     As 
it  is  a  condition  that  every  facility  must 
be  afforded  them  to  complete  the  work 
by    a    specified    time,    contractions    and 
re-arrangements  of  departments  become 
imperative  at  each  concession.    You  can't 
squeeze    $1,000.00    worth    of    goods    into 
space    adequate    for   $500.00.      You    can 
cut  stocks  into  half  by  adopting  quick 
selling    methods — by   pricing   every    line 
anew.     And  this  we  are  doing.     No  half 
measures  prevail — the  proposition  of  each 
department  chief  is  to  figure  out  what 
scale    of    prices    will    most    quickly    get 
stocks  to  accord  with  space  at  his  com- 
mand, and  to  price  his  wares  accordingly. 
What  they  are  doing  in  this  direction  is 
being  recorded  in  our  advertising  from 
day  to  day. — W.  H.  Scroggie,  Montreal. 

Swayzee*s  Market  is  an  institution  of 
which  the  citizen's  of  Marion  and  Grant 
Counties  are  proud;  it  is  one  of  Ma- 
rion's "  big  stores."  Our  continued  and 
constant  growth  for  the  past  several 
vears  must  be  an  indication  that  our 
business  methods  have  been  along  the 
lines  of  fairness  to  everybody.  **We 
want  your  trade." — Swayzee's  Market, 
Marion,  Ind. 

The  plentiful  daylight  of  "The  Day- 
light Store"  is  largely  responsible  for 
our  greatly  increased  business.  It  makes 
you  see  the  clothes — and  if  you  see  them 
you  will  surely  buy  them — they're  irre- 
sistible.—jRe«<i#,  Philadelphia,  Pa. 

STORE" 


Quality  and  price  is  the  keynote  of 
this  display— that  honest,  dependable 
quality  that  carries  with  it  the  assurance 
of  lasting  satisfaction.  Our  selections 
are  made  with  great  care.  We  look  be- 
low the  varnish  and  the  veneer;  we  search 
for  weakness  and  defects,  and  discard 
every  article  that  we  believe  would  in 
any  way  prove  unworthy,  when  placed 
to  the  test  of  actual  use.  It  is  our  con- 
stant effort  to  place  good  furniture  and 
carpets  before  you  at  the  lowest  pos- 
sible prices  consistent  with  the  qualities 
offered.— r*e  Red  Star  Supply  Co., 
Memphis,  Tenn. 

Grocery  buyers  who  want  the  best  for 
the  lowest  possible  price  should  not  fail 
to  visit  this  big  wholesale  and  retail 
store  to-morrow.  In  addition  to  shar- 
ing OUT  profits  with  you,  we  guarantee 
every  article  we  sell,  regardless  of  its 
price.  J  You  simply  can't  lose.  That's 
the  way  we  do  business,  and  we're  al- 
ways here  to  stand  back  of  anv  state- 

•  * 

nient  we  make  in  our  advertisements. — 
M.  Quinn,  Kansas  City,  Mo. 

The  most  progressive  store,  or  the 
store  for  most  progressive  men — read  it 
either  way,  it's  true.  The  wonderfully 
increased  sales  indicate  with  certainty 
that  hundreds  more  men  are  finding 
out  the  truth  of  it  every  week.  Will 
you  test  it  to-morrow  or  Saturday?  No 
matter  how  particular  you  are;  no  mat- 
ter what  your  attitude  toward  ready- 
made — you'll  be  thoroughly  satisfied. — 
Strawb'ridge  S;'  Clothier,  Philadelphia. 

This  store  thinks  for  the  comfort  and 
welfare  of  its  customers.  Through  its 
purchasing  powers  it  gives  opportunities 
for  all  to  save  money  on  the  latest  and 
most  wanted  goods.  We  sell  on  a  close 
margin;  we  show  large  assortments  of 
the  besf*goods;  we  give  our  customers 
a  good  delivery  service,  with  every  pos- 
sible comfort  and  convenience;  we  cheer- 
fully refimd  money  for  goods  that  are 
not  satisfactory.  We  have  exchange  desks 
located  on  all  floors  of  the  store  at 
which  exchanges  are  made  without  con- 
troversy. Besides  all  this,  as  an  added 
inducement,  we  give  free  of  all  charge 
**S.  &  H."  green  trading  stamps — 
stamps  that  stand  for  all  that  is  good 
and  that  bring  you  the  most  beautiful 
premiums  absolutely  free  of  all  cost. — 
Lit  Brothers,  Philadelphia,  Pa. 

One  of  the  noteworthy  points  of  our 
store  is  its  solid  reliability.  People  who 
come  here  in  response  to  our  printed 
announcements  find  the  advantages  we 
offer.  Our  high  qualities,  our  low  prices, 
our  splendid  assortments,  our  many  con- 
veniences— are  facts,  not  theories.     Be- 

y  "OUR 


cause  of  the  prevalence  of  "  facts "  in 
our  establishment  our  customers  come 
to  us  in  constantly  increasing  numbers, 
and  our  firm  adherence  to  facts  is  the 
best  guarantee  that  could  be  offered  for 
our  merchandise. — Columbus  Dry  Goods 
Co.,  Columbus,  O. 

This  big  store  is  crowded  with  extra 
good  values  in  everything  that  beautifies 
your  home.  We  court  the  closest  com- 
parison as  to  prices  and  quality  with 
any  Western  store  and  can  truthfully 
say  that  nowhere  in  southern  Colorado 
will  you  match  our  stock  in  magnitude 
and  beauty.  We  furnish  homes  com- 
plete on  easy  payments,  all  price  marks 
are  in  plain  figures.  Ask  your  neigh- 
bors about  us.  Satisfied  customers  are 
our    best     advertisement. — The     C.     W. 

Daniels   Home   Furnishing   Co.,   Pueblo, 

t 
The    wealth    of   beautiful    goods    that 

pours  daily  into  this  store,  fresh  from 
the  mills,  is  amazing.  Everything  the 
newest,  fresh  as  the  verdant  Spring — 
it  fairly  makes  one  poetical  to  look  over 
this  vast  array.  Carpets  of  every  weave, 
curtains  of  every  kind,  rugs  from  every 
country  on  the  globe,  altogether  make 
up  a  collection  of  stock  never  before 
equaled  in  Columbus.  Mind  you,  all 
this  shown  in  a  new  store,  all  clean  and 
fresh  from  the  painters  and  decorators. 
This  is  truly  an  ideal  place  to  visit. 
Come  to-morrow  and  see  the  beautiful 
new  goods  and  take  a  look  at  the  nov- 
elty curtain  department. — The  Kraus, 
Butler  c5f  Benham  Co.,  Columbus,  O. 

"  When  it  comes  from  Luger's "  the 
name  alone  signifies  that  it  is  right. 
The  style  is  different  from  the  ordinary, 
and  it  is  distinguishable  by  the  fact  that 
a  certain  individuality  of  style  and  com- 
position is  connected  with  all  articles 
of  merchandise  in  the  store.  ^We  are 
selling  more  because  we  are  selling 
cheaper,  and  we  are  selling  cheaper  be- 
cause we  are  selling  more.  Just  remem- 
ber that  and  study  this  over,  and  you 
will  realize  how  easy  it  is  for  us  to  even 
give  you  better  quality  by  utilizing  the 
methods  we  employ. — Luger  Furniture 
Co.,  Fargo,  N.  D. 

The  store  is  full  of  special  entertain- 
ment at  this  season,  entertainment  which 
the  goods  themselves  provide.  They  were 
never  before  so  lovely,  so  full  of  novelty, 
so  interesting,  whether  you  have  a  thought 
of  purchase  or  not.  For  spring  dress 
the  new  fabrics  make  varied  and  beauti- 
ful decorative  effects  and  the  suits  and 
wraps  and  millinery  give  vivid  and  dig- 
nified portrayal  of  the  styles  for  wear 
now  and  in  the  summer. — Fred  Loeser  Sc 
Co.,  Brooklyn,  N,  F. 
STORE " 


7a 


JEWELRY    ADVERTISING 


:  ^ 


It  does  not  pay  to  be  wedded  to  any- 
one firm.  There  is  too  much  progres- 
siveness  in  these  days  of  great  happen- 
ings. The  business  infant  of  to-day  is 
the  business  giant  of  to-morrow.  Adap- 
tability, keen  foresight,  lowest  prices  and 
unusual  business  acumen,  figuratively 
speaking,  quickly  make  business  moun- 
tains out  of  mole  hills.— Red  Star  Sup- 
ply Company,  Memphis,  Tenn. 

The  enlargement  of  our  store  room 
was  but  an  incident  to  the  enlarging  of 
our  stocks — for,  after  all,  it's  the  goods 
that  make  the  store — it's  the  goods  that 
people  want  to  see  and  buy — not  the 
room.  And  verily,  this  store  has  the 
goods,  especially  in  shoes.  The  size 
and  well-assorted  variety  of  the  shoe 
stock  from  vliich  you  may  select  here 
has  no  counterpart  in  Colorado  and  very 
few  in  the  entire  United  States.  This 
isn't  boast— it's  fact.— W^Ai^e  4-  Davis, 
Pueblo,   Col. 

We  close  our  store  at  the  earliest  pos- 
sible moment  this  morning.  While  you 
are  reading  "  The  Courant  "  and  approv- 
ing our  hot  cross  buns,  perhaps  you  will 
be  interested  to  discuss  with  us  the  gro- 
cery problem  for  three  minutes.  We've 
been  serving  you  a  long  time,  and  we're 
trying  to  serve  you  better  and  better  as 
time  goes.  That's  one  of  the  benefits  of 
experience  to  those  whose  ambition  to 
serve  you  well  is  a  serious  matter.  We 
believe  that  the  winter  just  closed  has 
seen  a  conspicuous  advance  in  the  qual- 
ity of  almost  all  lines  of  provisions  we 
sell.  We  have  won  many  compliments 
for  the  quality  of  the  Cook  oranges,  for 
the  superior  specimens  of  grape  fruit 
that  we  constantly  have  supplied  you, 
and  our  vegetable  department  exhibits 
have  been  characterized  as  "  wonderful " 
almost  every  day  during  the  season.  Our 
bakery  department  is  producing  the' 
most  superior  home-like  bread,  rolls, 
doughnuts,  crullers,  cream  cakes,  layer 
cakes,  eclairs,  and  all  that  sort  of  thing, 
and  the  quantity  of  these  goods  con- 
sumed by  the  people  of  this  city  is  more 
than  considerable.  It  is  a  recognition 
of  the  fact  that  we  set  the  word  quality 
before  everything  else  in  our  bakery  de- 
partment and  that  it  is  the  dominating 
idea  of  the  department,  as  it  is  in  the 
other  branches  of  our  Irusiness.  We  make 
candy.  We  make  our  best  mixture  cof- 
fee. Probably  more  than  one-half  of 
those    who    will    read    this    talk    use    it. 

They  know  its  quality.  The  other  half 
will  like  it  just  as  well  if  they  try  it. 
Besides  aiming  high  in  the  matter  of 
quality,  we  also  make  it  a  point  in  the 
policy  of  this  store  to  render  it  pos- 
sible for  the  man  who  wishes  to  econ- 

"OUR 


omize  to  trade  here.  And  we  do  it.  Wc 
are  not  high-priced.  We  handle  only 
goods  that  are  good.  We  never  lower 
our  standard  by  placing  in  stock  goods 
that  can  be  sold  "  a  bushel  for  a  quar- 
ter." But  we  do  carry  numberless  of 
the  standard  quality  goods  that  can 
be  sold  reasonably  enough  for  anybody 
in  the  city  of  Hartford.  We  shall  ad- 
vertise these  goods  from  time  to  time, 
and  give  you  practical  demonstrations  of 
how  easy  it  is  to  economize  at  this  great 
high-class  grocery. — Newton,  Robertson 
4f  Co.,  Hartford,  Conn. 

We  believe  that  stores  like  this  one 
owe  something  to  the  public  beyond  the 
mere  gathering  and  selling  of  merchan- 
dise.    In  the  old  days  the  shopper  had 
to  have  a  good  bit  of  Yankee  shrewd- 
ness, had  to  know  whether  things  were 
good  or  clever  shams — or  else  she  paid 
the  penalty  of  buying  trash.     We  believe 
that  the  big  store  of  to-day  has  no  bus- 
iness    selling     poor    goods,     no     matter 
whether  the  buyer  has  discerning  judg- 
ment or  not.     We  believe  it  is  the  duty 
of  a   store  to  make  sure  its  goods  are 
worthy   before   they    reach   its   counters. 
We   have  carried   this   principle   to   the 
extreme,    perhaps.      Few    stores    are   as 
careful    that    '*  wool "    shall    mean    all 
wool;  that  toilet  and  remedial  prepara- 
tions   shall    answer    every    chemical    test 
of  excellence   and   purity,  that  clothing 
shall   be   made   as   well   inside   where   it 
doesn't  show,   as  it   is  outside  where  it 
does  show.     These  things  are  carried  to 
the  extreme  here.     Makers   still  tell  us 
that  we  are  foolishly  careful;  that  our 
care  is  useless;   that  the  public  doesn't 
appreciate    the    difference    between    the 
best   and    the   "almost   as    good";    that 
we    might    just    as    well    take    the   little 
extra  profit  that  comes  from  selling  the 
second    grade.     But   we   know    that   our 
care  is  appreciated.     We  know  that  peo- 
ple everywhere  have  learned  that  buying 
here  is  safe;   that   they  can  depend  on 
whatever  comes  from  the  Loeser  Store; 
that   the   Loeser   standard   means   some- 
thing.— Fred  Loeser  cj-  Co.,  Brooklyn. 

Portland's  bargain  center.  Every  me- 
tropolis has  its  bargain  center — the  Mec- 
ca toward  which  the  votaries  of  thrift 
and  economy  set  their  faces  when  on 
shopping  bent.  While  other  establish- 
ments may  claim  the  honor  of  being  this 
city's  bargain  center,  it's  a  well-estab- 
lished fact  in  the  minds  of  the  local 
public  that  to  this  store  that  distinction 
is  unquestionably  due.  We  herewith  ap- 
pend a  list  of  specials  which  will  add 
fresh  luster  to  our  fame  of  lieing  the 
givers  of  best  values  in  this  city. — Rob- 
erts Bros.,  Portland,  Ore. 
STORE " 


JEWELRY    ADVERTISING 


73 


June,  the  fairest  of  months,  is  here. 
June  is  summer's  girlhood,  said  the  poet. 
It  is  beauty's  season  and  all  the  world 
looks  to  new  clothes.  New  things  must 
be  bought  for  summer  time  and  vaca- 
tions; there  are  some  new  styles  in  hats 
and  dresses.  Every  year's  new  summer 
fashions  seem  more  beautiful.  Never 
have  we  shown  such  entrancing  things 
as  this  year.—/.  N.  Adam  ^  Co.,  Buf- 
falo, N.  Y. 

What  does  "best"  mean  to  you  when 
stores  are  talked  of?  Best  service,  is  it 
not?  Best  usefulness  in  filling  your 
individual  needs?  It  is  along  the  lines  of 
public  service  that  this  store  strives  to 
be  best.  We  have  made  the  building 
pleasant  in  looks.  We  have  spent  much 
time  in  working  out  its  most  convenient 
arrangement.  We  have  put  the  best  peo- 
ple to  be  had  at  the  head  of  each  branch 
of  the  business,  and  keep  them  up  on  tip 
toe,  that  every  minute  of  every  day  you 
may  depend  on  the  best  they  can  do. 
That  is  the  keynote  of  the  store's  effort. 
Nothing  less  than  the  best  in  every  line 
will  "do.'*  We  shouldn't  deserve  to 
have  and  to  hold  the  chief  favor  of 
Brooklyn  people  otherwise.  We  are  hold- 
ing it;  we  mean  to. — Fred  Loeser  ^  Co., 
Brooklyn,  N.  Y. 

A  safe  store  to  pin  faith  to  is  this. 
In  many  ways  the  best  store  because  it 
is  most  reliable.  It  gives  the  best  ser- 
vice day  in  and  day  out  and  year  in 
and  year  out.  It  shows  the  new  things 
earliest  and  very  often  exclusively.  It 
shows  the  greatest  varieties  always,  hunt- 
ing carefully  through  two  continents  to 
bring  the  choicest  and  most  useful  here. 
Its  prices  are  the  lowest  possible  for 
reliable  goods  and  it  protects  its  pa- 
trons with  a  broad  guarantee  printed 
daily.  It  is  the  most  liberal  store  in 
the  country  and  means  it  absolutely  in 
saving  that  every  transaction  here  must 
carry  with  It  your  permanent  satisfac- 
tion before  we  consider  it  complete. 
Such  a  store  as  this  is  surely  a  useful 
feature  of  the  community.  How  wide 
the  confidence  and  approval  it  has  won 
is  evidenced  by  such  growth  as  has  prob- 
ably never  come  to  any  other  store  in 
the  country. — Fred  Loeser  ^  Co.,  Brook- 
lyn, N.  Y. 

"The  store  that  saves  you  money." 
Drop  in  to-morrow  and  look  over  the 
pieces  advertised.  They  are  well  worth 
looking  at  even  .  if  you  don't  want  to 
buy.  You'll  not  find  such  values  in  any 
other  store  in  the  Northwest.  A  great 
price-saving  sale  in  every  department. — 
Wallblom*s,   St.    Paul,    Minn. 

The   Palais   Royal  is  the   department 

"OUR 


store  where  personal  needs  and  souve- 
nirs of  Washington  may  always  be  found, 
reliable  in  quality  and  moderate  in  price. 
Central  location — G  and  Eleventh  streets 
— nearest  to  hotels  and  public  buildings. 
— The  Palais  Royal,  Washington,  D.  C. 

Enthusiasm  sometimes  runs  away  with 
accuracy.     The  other  day  a  Manhattan 
Store    rather    boastfully    announced    it- 
self as  the  largest  buyer  and  seller  at 
retail  of  high  grade  brass  bedsteads  in 
America.      Now    it    is    pretty    generally 
known  that  that  is   a   distinction  which 
belongs  to  Brooklyn — and  to  the  Loeser 
Store.      There    are   here   to-day    no   less 
than  87  distinct   designs   of  brass   bed- 
steads—118  styles,  if  the  different  sizes 
are  counted.     They  make  an  important 
feature  of  the   February  furniture  sale 
and  value-for-price  they  will  hold  their 
own  against  any  offering  in  the  country. 
But,   after   all,  the  question  of  size  of 
purchases   is   perhaps  of  least  moment. 
Quality  and  price  are  what  count.     The 
February  furniture  sale  has  made  a  rec- 
ord   far    beyond    our    greatest    previous 
business,  not  because  we  bought  the  im- 
mense stocks  which  are  spread  over  the 
third,   fourth   and   fifth   floors,  but   be- 
cause   the    furniture    itself — each    indi- 
vidual,   particular   piece    of    it— is    well 
made,   artistic   and   the  best  value   for 
the  money  that  can  be  found  anywhere. 
Quality  and  price — those  with  good  ser- 
vice— have  made  this  store  the  most  use- 
ful in  the  community  and,  we   believe, 
they  will  keep  it  so.— Fred  Loeser  ^  Co., 
Brooklyn,  N.  Y. 

The  greatest  store  and  the  greatest 
business  in  Brooklyn  have  arisen  here  on 
the  foundation  of  public  satisfaction 
with  the  best  service,  the  best  assort- 
ments and  lowest  prices.  We  never  have 
permitted  and  never  will  permit  any- 
one to  undersell  us  or  successfully  to 
dispute  our  supremacy  in  any  branch  of 
our  business. — Abraham  ^  Straus, 
Brooklyn,  N.  Y. 

The  store  is  cool. 

Figures  sometimes  talk.  We've  said 
that  the  store  was  cooler  than  your  own 
home  during  these  hot  days.  This  is  to 
show  you  why. 

There's  a  big  72-inch  air  fan  set  in 
the  rear  wall,  running  at  a  speed  of  238 
revolutions  a  minute.  This  supplies  19,- 
400  cubic  feet  of  fresh  air  a  minute. 
Then  the  whirling  fans  in  the  aisles  re- 
volve 360  times  a  minute,  and  have  four 
blades — the  usual  fan  does  not  revolve 
more  than  a  hundred  times  a  minute, 
and  has  only  two  blades. 

Come  in  and  enjoy  some  of  it. — Schip' 
per  ^  Block,  Peoria,  III. 

STORE  " 


74 


JEWELRY    ADVERTISING 


JEWELRY    ADVERTISING 


<o 


i 


? 


In  every  stock,  on  every  floor,  all 
through  this  big  building  of  ours  the 
annual  July  sale  is  in  full  swing.  It  is 
always  the  most  comprehensive  move- 
ment of  the  year.  This  time  it  is  more 
sweeping,  more  advantageous,  than  ever, 
because  a  bigger  business  required  big- 
ger stocks  and  leaves  more  broken  lots. 
Visit  any  department,  you  can't  help 
finding  what  you  seek  at  a  big  and 
welcome  saving. — Ehrich  Bros.,  New 
York,  N.  Y, 

The  greatest  store  and  the  greatest 
business  in  Brooklyn  have  arisen  here  on 
the  foundation  of  public  satisfaction  with 
the  best  service,  the  best  assortments 
and  the  lowest  prices. — Abraham  ^ 
Straus,  Brooklyn,  N.  Y, 

Try  the  cheapest  and  the  most  reliable 
store  in  the  north  end  for  your  dry 
goods,  and  if  anything  turns  out  wrong, 
kindly  let  us  know,  we  will  be  pleased 
to  make  it  right.  Satisfaction  guaran- 
teed or  money  returned. — Oareaus,  Mon- 
treal, Can, 

Summer  advantages  of  our  stores:  No 
heat  in  buildings,  dynamos  and  engines 
being  in  power  house  outside  our  stores. 
Electric  cooling  fans  on  all  floors.  Per- 
fect ventilation,  good  light,  courteous  at- 
tention. Resting,  reading  and  writing 
room  for  the  convenience  of  customers. 
Restaurants — best  of  viands  at  moderate 
prices,  with  special  refreshment  features 
during  the  warm  season.  Complete  mer- 
chandise assortments  throughout  the 
summer.  Above  and  other  features  in- 
sure customers'  comfort,  convenience  and 
good  service  during  summer  season. — 
James  Hearn,  New   York,  N.   Y. 

On  the  third  floor  of  the  Siegel  Cooper 
store  you  will  find  a  most  interesting 
little  Art  Store.  It  is  so  delightfully 
Japanese,  so  redolent  of  the  spirit  of 
the  Orient,  that  one  fairly  revels  in  its 
gorgeous-hued  attractions.  Here  one 
sees  in  all  the  bizarre  beauty  exhibitions 
of  Japanese  earthenware  and  pottery, 
antimony  ware,  curiously  designed  metal 
ware,  tinkhng  chimes,  tinselled  crepe, 
snakes,  geisha  fans,  lanterns  and  other 
things  that  seem  to  whisper  of  the  home 
of  the  alluring  cherry  blossom  and  little 
brown  men  and  women.  Such  an  as- 
sortment of  lanterns  is  unrivaled  in  New 
York.  We  supply  a  great  many  seaside 
and  rural  homes  with  these  bright-col- 
ored lanterns,  for  the  prices  we  ask  are 
much  lower  than  those  asked  by  any 
other  store. — Siegel  Cooper,  Neva  York. 

In  winding  up  his  payments  on  a  pi- 
ano bought  here,  a  man  writes:  **  In  thus 
completing  these  payments  and  closing 
out  the  account,  I  feel  as  though  I  owe 

"OUR 


you  a  vote  of  thanks,  for  while  I  have 
never  missed  one  payment,  as  agreed, 
still  I  feel  that  perhaps  I  would  never 
have  had  the  piano  had  I  not  been  lured 
into  buying  it  by  an  advertisement  which 
caught  my  eye  and  the  very  generous 
off"er  of  your  firm  in  the  easy  monthly 
payment  plan.  The  piano,  I  consider 
Al  and  it  has  given  very  good  satisfac- 
tion in  the  time  I  have  had  it,  covering 
a  period  of  three  years.  I  am  glad  to 
say  that  it  is  mine  now."  A  letter  that 
illustrates,  as  well  as  anything  else  can^ 
the  very  foundation  on  which  the  Loeser 
store  keeping  is  based — the  foundation 
of  good  service.  If  this  man  had  been 
lured  into  the  store  by  a  lying  adver- 
tisement and  then  lured  into  buying  a 
piano  by  a  lying  salesman  only  to  find 
out  in  the  end  that  the  piano  was  high 
priced  and  a  poor  instrument,  what 
would  his  present  attitude  toward  this 
store  have  been? — Frederick  Loeser  ^ 
Co.,  Brooklyn,  N.  Y. 

This  breeze  swept  store  is  one  of  the 
really  cool  spots,  as  every  one  who  visits 
it  will  acknowledge.  The  basement  is 
actually  sought  by  hundreds  daily,  just 
because  it  is  so  delightfully  cool.  If 
you  are  a  bit  curious  to  know  just  how 
much  cooler  it  is  as  a  shopping  point, 
test  it.  We  run  the  electric  fans,  of 
course,  but  electric  fans  don't  cool  the 
atmosphere,  they  simply  agitate  it.  Ven- 
tilation is  what  this  store  gets,  ventila- 
tion through  windows,  back,  front  and 
sides.  Our  third  floor  particularly  is 
positively  delightful,  that's  where  the 
carpets,  furniture,  hammocks,  sporting 
goods,  music  and  pictures  are.  It's 
breeze  swept,  and  so  is  the  dining-room. 
Ah!  there  it  is  you  can  enjoy  yourself. 
Dainty,  well  cooked  food,  wholesome, 
cooling  beverages,  all  at  popular  prices. 
If  it's  handier  to  shop  by  mail  or  tele- 
phone, do  so.  Our  trained  corps  of 
shoppers  will  do  the  work  for  you  care- 
fully and  promptly. — A.  D.  Slatthews', 
Brooklyn,  N.  Y. 

A  place  for  everything,  and  this  is 
the  place  for  everything  in  house-furn- 
ishings. The  pieces  mentioned  in  this 
advertisement  will  demonstrate  to  every 
prospective  buyer  of  furniture,  house- 
furnishings  or  a  piano  that  the  French 
&  Bassett  store  is  the  foremost  store  of 
its  kind  in  the  Northwest.  Every  article 
in  this  great  store  is  a  convincing  ar- 
gument in  OUT  favor.  Whatever  you 
need — if  for  cottage  or  for  mansion — 
you  will  find  the  articles  here  in  greater 
variety,  of  a  superior  quality,  and  at  a 
much  lower  price  than  at  other  stores. 
Let  the  French  &  Bassett  store  furnish 
your  home. — French  cj-  Bassett,  Duluth. 
STORE " 


The  public's  favorite  shopping  place  is 
the  Siegel  Cooper  store.  Great  num- 
bers of  people  visit  it  because  it  is  one 
of  the  principal  places  of  interest  in 
the  metropolis.  Great  numbers  buy  at 
the  store  daily  because  the  merchandise 
is  always  seasonable,  always  reliable, 
and  because  the  prices  are  never  other 
than  reasonable.  The  service  is  prompt 
and  trustworthy.  Every  hot  weather 
shopping  comfort  is  provided.  This  be- 
ing a  season  of  clearance  sales,  many 
choice  bargains  are  offered.  Disposal 
sales  are  in  progress  all  over  the  store. 
Those  who  visit  the  Siegel  Cooper  store 
Tuesday  will  find  fresh  and  pleasant 
evidence  of  the  store's  wonderful  popu- 
larity.— Siegel  Cooper  Co.,  New  York, 

To  keep  cool,  come  to  the  Loeser 
store.  Yesterday  morning  was  a  test 
and  the  thousands  who  thronged  the 
store  buying  thin  things  so  fast  that  all 
our  store  people  were  on  the  jump  to 
serve  them  promptly  found  the  air  fresh 
and  cool  and  pleasant.  Scientific  ven- 
tilation and  cooling  of  the  air  which  is 
driven  through  the  store  as  well  as  the 
whirling  of  hundreds  of  electric  fans, 
made  the  store  as  comfortable  as  the 
porch  of  a  hotel  that  was  "  swept  by 
ocean  breezes."  Store  service — such  ser- 
vice as  is  given  by  the  Loeser  store — 
is  to-day  more  than  the  simple  offering 
of  merchandise  for  sale.  The  great  and 
successful  store  is  a  public  utility,  plan- 
ning always  to  add  to  the  comfort  of  its 
patrons,  working  always  to  make  their 
relations  with  the  business  distinguished 
for  broad-minded  liberality  and  such 
personal  service-giving  as  cannot  fail  of 
appreciation. — Frederick  Loeser  ^  Co,, 
Brooklyn,  N.   Y. 

Truly  this  mammoth  store  with  its 
magnificent  array  of  home  furnishings 
ought  this  spring  to  be  the  mecca  of 
all  bridal  couples  who  want  to  furnish 
their  new  home  in  approved  style  and 
at  a  small  expense.  You  don't  want  to 
waste  any  money;  we  want  to  assure 
you  that  your  every  penny  will  get  value 
in  return  here.  You  do  want  to  save 
money  if  you  can,  and  you  can  here, 
now,  more  than  ever  before.  Carload 
buying  for  two  stores  means  a  great  sav- 
ing to  us  in  freight  and  extra  discounts 
which  in  turn  means  a  saving  of  at 
least  15  per  cent,  to  our  customers.  Re- 
member that  when  you  get  ready  for 
your  outfit.— North  Star  House,  St.  Paul. 

The  ideal  store,  successful  business  is 
not  built  up  by  selling  unworthy  mer- 
chandise. Good  foundations  take  time 
to  lay.  This  store  has  been  years  study- 
ing the  principles  of  permanent  success. 

"OUR 


The  result  is  great  business  develop- 
ment. Thoughts  of  winter  are  fading 
away  and  new  spring  goods  are  crowding 
in.—/.  B.  Hill  ^  Co.,  St.  Thomas,  Ont, 

The  people  who  trade  here  come  with 
the  perfect  confidence  and  certainty  that 
every  piece  of  furniture  they  buy  will 
prove  all  that  we  say  of  it.  If  we  are 
foolish  enough  to  destroy  that  confidence, 
even  in  a  single  case,  by  selling  any- 
thing unworthy,  we  would  be  striking 
a  blow  at  the  very  foundations  of  the 
business — foundations  laid  years  ago. 
Quite  aside  from  any  question  of  prin- 
ciple, self-interest  and  policy  demand 
that  we  keep  faith  with  every  customer. 
To-day  we  would  call  your  attention  to 
the  splendid  line  of  buffets  we  are  show- 
ing on  our  main  floor — no  better  quality 
can  be  produced  than  we  offer  you,  and 
the  prices  speak  for  themselves. — Davis, 
Smith  ^  Co.,  Tacoma,  Wash. 

Hot?  Not  at  The  Big  Store— whirl- 
ing fans  through  the  aisles  and  an  80- 
horse  power  fan  in  the  rear  wall  blowing 
fresh  air  every  second. 

Cooler  here  than  at  home! — S  chip  per 
^  Block,  Peoria,  III, 

A  peculiar,  home-like  atmosphere  per- 
vades this  entire  store.  Perhaps  one  of 
the  most  distinguishing  characteristics 
of  this  great  store  is  the  very  apparent 
lack  of  unnecessary  noise,  commotion 
and  distraction  with  which  this  enormous 
daily  business  is  conducted.  In  the  busi- 
est sections,  during  special  sales,  where- 
ever  and  whenever  unusually  large  num- 
bers of  purchasers  are  attracted,  there 
is  noticeable  that  prompt,  courteous  at- 
tention— that  composure  on  the  part  of 
salespeople  whose  every  thought  is  di- 
rected toward  ascertaining  exactly  what 
the  customer  wishes,  and  then  supply- 
ing that  need  in  the  most  orderly,  most 
expeditious,  and  the  most  satisfactory 
manner.  It  is  this  peculiar  character- 
istic of  "trading  comfort"  which  in  a 
very  great  measure  disseminates  that 
home-like  feeling  throughout  this  entire 
store. 

During  the  warm  summer  months  this 
store  is  more  than  ever  a  delightful  place 
to  visit  on  downtown  shopping  tours.  A 
perfect  system  of  ventilation  keeps  every 
floor  comfortably  cool.  Beautiful  dis- 
plays of  mid-summer  and  outing  mer- 
chandise are  attractively  arranged  on 
almost  every  floor.  Furthermore,  we 
especially  desire  that  during  these  warm 
days  the  public  avail  themselves  of  the 
accommodations  provided  for  them  in 
our  spacious  reading,  writing  and  rest 
rooms  on  the  third  floor. — Marshall  Field 
Si'  Co.,  Chicago,  III. 

STORE " 


76 


JEWELRY    ADVERTISING 


^  The   Sanger   store   service   is   as   good 
as    we   can   make    it   and   is   being   im- 
proved daily.     Extra  precaution  will  be 
talcen  during  this  summer  clearance  sale, 
that  you  get  served   well— the   store   is 
so  large— the  bargains  and  special  values 
so  many,  that  you  must  take  time,  ask 
for  a  transfer  at  first  counter,  and  then 
shop    leisurely,   count    up    your    savings 
afterwards,  and  it  is  only  then  you  will 
appreciate  what  this   sale   really  means 
to  you— to  us  it  means  cleaning  out  sum- 
mer stocks  regardless  of  profits.     A  fif- 
teen  days'   sale   in   which  profit  is  lost 
sight  of  entirely.— Sanger  Bros.,  Waco, 

Music  from  three  o'clock  until  clos- 
ing time.  If  you  have  a  desire  to  hear 
any  music  that  we  have  for  sale,  make  it 
known.  Ask  for  our  catalogue  of  sheet 
music— Kay-W-Kay,    York,    Pa. 

Hot  weather  shopping  is  always  com- 
fortable at  Wanamaker's.  The  swirl  of 
the  breezy  fans  greets  you  as  you  enter 
the  door.  Aisles  are  broad;  the  Rotunda 
gives  perfect  ventilation  to  all  floors. 
Service  is  prompt  and  polite.  Rest  places 
give  pleasant  relief  whenever  desired. 
Again  and  again  we  hear  its  patrons 
say  that  our  restaurant  is  the  coolest 
and  most  delightful  place  for  luncheon 
to  be  found  anywhere  in  the  shopping 
district.— H^anamafcer'*,    New    York. 

Better  values  to  be  had  in  this  store 
than   in    any   other!     This    for    several 
reasons !    Our  clothes,  to  begin  with,  are 
better  than  others !    Better  fit,  and  more 
**  snap  "  to  them !    We  are  selling  almost 
everything  now  at  reduced  prices!  Gen- 
uine   reductions!      No    marking   of   fic- 
titious values  to  make  the  reductions  ap- 
pear   larger!      Our    sole    object    is    to 
clear  out  our   fall  and  winter   stock!— 
Perry  ^  Co.,  '' N.  B.  T./'  Philadelphia. 
June  is  the  month  of  roses,  of  wed- 
dings  and   of  wonderful  values  in  the 
Loeser    store.      Final    summer    prepara- 
tions   are   being   made   everywhere.     A 
little   extra   value   is   specially   welcome 
to  most  people.     And  the  store  is  full 
of    extra    values.— Frederic*;    Loeser   ^ 
iJo.,  Brooklyn,  N.   Y. 

Ours  is  a  store  for  everybody— a  great 
institution.  It  is  permeated  with  an  at- 
mosphere of  style— a  characteristic  which 
not  only  covers  the  more  elaborate  mer- 
chandise— or  garment— but  reaches  even 
to  the  most  inexpensive  lines  we  sell. 
Indeed,  it  is  an  atmosphere  of  style- 
correctness  in  everything  in  which  style 
is  concerned;  and  style  of  necessity  is 
linked  to  quality.  There  is  another  fea- 
ture equally  important  as  style  and  qual- 
ity—right Y^rices.— Keith-O'Brien  Com- 
pany, Salt  Lake  City,  Utah. 

"OUR 


"The  store  is  a  cool  one."  We  have 
eight  large  electric  fans  going  uU  the 
time,  and  the  store  is  as  comfortable  as 
the  lakeside.  A  little  visit  here  is  very 
restful  after  the  glare  and  oppressive 
heat  of  the  streets.— Brodnao?,  Memphis, 

Our  store  is  considered  by  the  best 
dressers  as  authority  on  good  clothes, 
hats  and  furnishings.  Take  the  trouble 
to  find  out  that  we  are  right  about  it, 
both  in  selling  the  very  best  clothes  at 
the  lowest  price  and  in  talking  about 
them. — Freundlich,  Mansfield,  Ohio. 

Cool   atmosphere,  a   comfortable   rest 
room,  where  you  may  read  or  write  to 
your  heart's  content,  a  palatial  restaur- 
ant, way  up  on  the  roof,  where  there's 
music,  polite  attention,  refreshing  viands 
and  confections,  and  plenty  of  light  and 
air.      These    are    a    few    of    the    warm 
weather  features  of  America's  finest  re- 
tail store,  that  have   gained   for  it  the 
name  of  New  York's  popular  place  of 
recreation   during   the    summer    months. 
Above  all,  tower  the  wonderful  bargains 
assembled    at    about    half    the    regular 
prices  as  a  result  of  the  advantage  taken 
of   a   backward    season,    that   has   com- 
pelled manufacturers  to  make  unprece- 
dented sacrifice  of  the  highest  class  of 
warm  weather  merchandise.     Our  saving 
on    recent    purchases    amount    to    thou- 
sands of  dollars,  and  that's  what  we're 
saving  the  people  of  New  York  in  the 
sales  in  progress  to-day,  to-morrow  and 
until  every  dollar's  worth  of  merchandise 
is  in  the  hands  of  an  appreciative  shop- 
ping    public— Simpson-Crawford     Co., 
New  York,  N,  Y. 

This  store,  closely  identified,  as  it  has 
been  with  the  evolution  of  Wilkes-Barre 
from  a  comparative  village  to  the  me- 
tropolis of  the  great  anthracite  coal 
region,  the  city  and  the  store  have  ad- 
vanced hand  in  hand,  and  in  every  event 
of  progress  which  has  transpired  this 
store  has  most  notably  made  its  im- 
press upon  the  welfare  of  the  people. 
We  merely  reflect  public  opinion  in  this 
statement,  for  it  has  repeatedly  been 
said  that  "The  greatest  single  force  in 
bringing  the  mercantile  development  of 
the  city  to  its  present  high  standard  has 
been  due  to  the  inspirations  born  in  this 
store."— Zona*  Long's  Sons,  Wilkes- 
Barre,  Pa. 

No  other  store  in  the  State  thinks  it 
necessary  to  carry  so  many  kinds  and 
so  large  a  variety  of  different  sizes.— 
C.  W.  Hawkes,  Binghamton,  N.  Y. 

Honesty  and  quality  are  the  govern- 
ing principles  of  this  store— that's  why 
our  advertisements  p&y.—Simpson  Craw- 
ford Co.,  New  York. 
STORE " 


JEWELRY    ADVERTISING 


77 


Doing  little  things  well  a  characteristic 
of  this  store.  In  recognition  of  the  tru- 
ism that  a  little  transaction  which  may 
seem  small  to  the  merchant  is  often  of 
great  importance  to  the  purchaser,  our 
great  systems  of  buying,  selling,  de- 
livery, exchange  and  adjusting,  are  or- 
ganized to  care  for  the  smallest  transac- 
tions, in  the  same  satisfactory  manner 
as  for  the  large  ones.  In  merchandise 
there  are  many  hundreds  of  little  articles 
for  which  only  occasional  calls  are  mad?, 
but  when  they  are  wanted  it  is  to  fill 
a  need  which  nothing  else  can  properly 
do.  It  is  our  constant  effort  to  supply 
these  trifles  when  desired — it  accords 
with  our  idea  of  completeness  of  stock. 
This  same  regard  for  detail  is  exempli- 
fied in  the  thousand  and  one  ways  which 
go  to  make  up  satisfactory  ideal  mer- 
chandising. Likewise  in  selecting  and 
pricing  merchandise,  each  article  is  pur- 
chased with  a  knowledge  of  what  similar 
things  there  are  in  the  market,  and  each 
price  is  made  as  low  as  or  lower  than 
the  same  c^  like  qualities  elsewhere. — 
Marshall  Field  ^  Co.,  Chicago,  III. 

A  safe  store  to  pin  faith  to.  Not 
ihe  only  safe  store — but  the  best;  be- 
cause it  is  most  liberal  of  any  store  in 
the  country;  because  it  is  pleasantest 
and  most  convenient  in  arrangement;  be- 
cause its  goods  are  invariably  of  high 
grade  and  dependable;  because  its  prices 
are  invariably  low  and  generally  lowest. 
Such  a  store  is  a  public  utility;  as 
reliable  when  you  want  to  buy  a  piano 
or  a  jewel  costing  thousands  as  when 
you  need  a  paper  of  pins  or  a  smoothing 
iron.  It  has  won  the  confidence  of  all 
Brooklyn  people.  Its  good  service  is 
bringing  many  Manhattan  people  across 
the  bridge  to  shop. — Frederick  Loeser 
4f  Co.,  Brooklyn,  N.  Y, 

We  never  have  permitted  and  never 
will  permit  anyone  to  undersell  us  or 
successfully  to  dispute  our  supremacy 
in  any  branch  of  our  business. — Abra- 
ham ^  Straus,  Brooklyn,  N.  Y. 

For  men  in  a  hurry  on  a  hot  day  it  is 
best  to  go  into  the  coolest  store,  where 
there  is  promptest  service  and  most 
styles  to  select  from. 

And  that  store  is  Loeser's. — Fred. 
Loeser  ^  Co.,  Brooklyn,  N.  Y. 

This  store  as  a  unit  is  doing  day  by 
day  the  work  that  is  before  it;  doing  all 
of  it  well!  doing  much  of  it  best.  It  is 
not  easily  measured  satisfaction  to  be 
most  useful  in  daily  service  to  a  com- 
munity of  more  than  a  million  and  a 
quarter  people.  It  is  a  satisfaction 
worth  striving  for;  well  worth  the  earn- 
est,   individual    effort    of   each    of    the 

"OUR 


thousands  of  us  here  who  contribute  to 
the  large  result;  who  make  the  store 
what  it  is. — Fred.  Loeser  ^  Co.,  Brook- 
lyn, 

The  entire  store  radiates  the  inspira- 
tion of  jocund  spring.  Yes,  it  is  an 
intensely  interesting  store.  Not  a  com- 
monplace center  of  commerce,  but  a 
fine  store  answering  promptly,  helpfully 
and  satisfactorily  to  the  wants  of  the 
multitude.  Eye  the  calendar.  Hearken 
to  the  voice  of  expediency.  Spring  trips 
hitherward  gleefully.  Soon  buds  will 
burst  forth  and  flowers  whisper  to  wan- 
dering breeze.  All  of  which  prompts  the 
question:  Are  you  preparing  for  the 
warm  days  that  are  hurrying  along? — 
Schipper  ^  Block,  Peoria,  III. 

Summer  advantages  of  our  stores: 
No  heat  in  buildings,  dynamos  and  en- 
gines being  in  power  house  outside  our 
stores.  Electric  cooling  fans  on  all 
floors.  Perfect  ventilation,  good  light, 
courteous  attention.  Resting,  reading 
and  writing  rooms  for  convenience  of 
customers.  Restaurants — best  of  viands 
at  moderate  prices,  with  special  refresh- 
ment features  during  the  warm  season. 
Complete  merchandise  assortments 
throughout  the  summer.  Above  and  other 
features  insure  customers'  comfort,  con- 
venience and  good  service  during  sum- 
mer season. — James  Hearn,  New   York. 

No  other  store  on  the  fair  soil  of 
Michigan  can  point  to  record  after  rec- 
ord of  cheap  selling  equal  to  the  Bay 
City  "Cash"  Store.  It's  the  old,  al- 
ways reliable,  do-as-they-say  store.  We 
are  justly  proud  of  the  distinctive  mark 
of  selling  as  we  advertise.  One  of  the 
most  popular  and  dependable  advan- 
tages of  this  store  is  the  satisfaction  of 
always  getting  reliable  goods,  distinctive 
and  fashionable,  at  under  market  prices. 
It's  at  this  point  that  the  "  Cash "  buy- 
ing organization  of  this  store  asserts  its 
power.— Bay  City  "Cash"  Dry  Goods 
Co.,  Bay  City,  Mich, 

This  store  is  your  store!  Its  policy 
is  dictated  and  directed  by  your  de- 
mands. It  will  grow  and  become  great 
only  by  pleasing  you.  Your  every  dollar 
weighs  a  full  one  hundred  cents  of  value 
at  all  times.  This  season  finds  us  bet- 
ter equipped  to  serve  your  every  fancy 
than  ever  before.  Naturally!  We're  a 
half  year  older  and  more  experienced — 
we  know  your  needs  "exacter."  How 
well  we  have  chosen  for  you  and  how 
moderately  we've  priced  is  a  tale  that 
tells  itself  in  our  merchandise. — The 
Greenewald  Furniture  Company,  Salt 
Lake  City,  Utah. 
STORE  " 


^ 


78 


JEWELRY    ADVERTISING 


JEWELRY   ADVERTISING 


79 


i 


This   store  is  never  idle!     While  one 
surprise  is  engaging  your  attention  we 
are  planning  something  new.     Business 
either  goes  forward  or  backward.    There 
is  no  such  thing  as  standing  still,  and  we 
provide  against  all  contingencies  by  con- 
stantly forging  ahead.    You  need  to  re- 
member that  many  goods  in  the   store 
just  now  are  at  prices  far  below  value, 
and    therefore    limited      in      quantity. 
Where  lots  are  big  enough  to  go  'round 
we  say  so.     But  many  of  the  best  bar- 
gain chances  don't  get  into  the  papers 
for  the  reason  that  we  haven't  enough 
of   the   goods   to   advertise.— Scro^^ri*'*, 
Montreal,  Can. 

This  store  grows  because  we  are  con- 
tinually giving  unusual  qualities  for  the 
prices;  because  the  assortments  here  are 
largest  in  town  in  the  lines  we  carry; 
because  our  customers  know  our  prices 
for  the  qualities  are  right  and  no  time 
is    wasted    "beating   down    the    price;'* 
because  people   read  our   ads.   and  be- 
lieve them.    This  fact  is  easily  proven  by 
the  crowds  after  each  special  announce- 
ment; because  we  are  doing  everything 
in  our  power  to  improve  this  store— to 
make  it  the  most  popular  shopping  place; 
because  anyone  is  welcome  to  visit  these 
departments,  see  the  new  goods  and  stay 
as  long  as  they  wish.    No  one  is  allowed 
to  urge  you  to  buy;  because  our  custom- 
ers show  their  purchases  to  their  friends 
vhich   makes    new    customers    for    us.— 
Freese's,  Bangor,  Me. 

We  are  proud  of  our  store  for  rea- 
sons, a  few  of  which  are  as  follows:  Its 
perfect  light,  its  cleanliness,  its  conve- 
niences, the  intelligence  of  the  employes, 
their  gentlemanly  and  ladylike  appear- 
ance and  manners,  its  prompt  service, 
and  above  all,  its  absolute  fairness  in 
dealing  with  the  public.  Our  motto,  to 
"right  what's  wrong,"  has  been  an  im- 
portant factor  in  our  progress  and  suc- 
cess.—Dayton'8  Day  Light  Store,  Day- 
ton, Ohio. 

This   grand   store   endeavors   to   merit 
your  daily  patronage.     We  measure  the 
worth  of  our  merchandise  by  the  stan- 
dard of  quality,  and  desire  to  maintain 
and  merit  your  patronage  solely  because 
of   the   recognized    superiority    of    our 
goods   and  service.     It's  impossible  for 
the  element  of  risk  to  enter  into  your 
purchases  here,  as  there  is  a  guarantee 
back  of  everything  we  sell  that  protects 
vou— a  standard  of  quality  to  maintain 
that  insures  lasting  satisfaction  and  pro- 
motes   your    entire    confidence    in    this 
store— B.  McKay  ^  Co.,  Hamilton,  Ont. 
Keeping  you  in  suspense.     It  is  cer- 
tainly gratifying  to  know  of  the  almost 
universal  interest  which  is  being  mani- 

"OUR 


fested  in  the  opening  of  this  5th  Street 
Store.     It  argues  well  for  its  immediate 
and  abundant  success.    Even  before  the 
opening,  our   telephones   are   busy   with 
inquiries   as   to   when   we   are   going   to 
open  and  for  information  relative  to  this 
opening.    News  of  some  of  the  wonder- 
fully good  bargains  has  leaked  out,  prob- 
ably through  the  uncontrollable  enthusi- 
asm of  some  of  the  employees  who  have 
seen  the  merchandise  in   the  unpacking 
and  marking.     You  know  it's   hard  to 
keep  a  good  thing  to  yourself;  however, 
we  ask  your  indulgence  for  a  few  days, 
at  which  time,  wide  publicity  as  to  the 
doings  on  opening  will  be  given. — ThB 
6th  Street  Store,  Lot  Angeles,  CaL 

The  store   accommodating.     **It  is  a 
pleasure  to  buy  in  a  store  where  every- 
thing and  everybody  is   so  accommoda- 
ting,"   said   the   local    representative   of 
one  of  the   greatest  institutions  in  this 
country.    Perfect  accommodation  means: 
Perfect    store    service— That    comprises 
willing  and  obliging,  attentive  and  help- 
ful attendants.     Store  patriotism  is  the 
spirit  that  underlies  this  splendid  store 
service.     Each  employee  realizes  that  he 
or  she  is  part  of  the  greatest  mercan- 
tile establishment  of  a  great  community. 
We  realize  that  the  more  perfect  each 
individual    part,   the    more    perfect    the 
whole  machine,  and  we  strive  for  perfec- 
tion.   This  is  the  first  Brooklyn  store  to 
secure  a  social  secretary  whose  sole  duty 
it  is   to  care   for  the  wants   and  needs 
of   the   employees,   and   to   make   their 
work  as  congenial  as  possible.     Every- 
thing that  can  be  done  to  add  to  their 
comfort  is  done.    That  is  why  we  started 
the  movement  to  open  at  9:30— why  we 
close  in   summer  at  5  p.  m.     You  can 
help,  if  you  will,  by  shopping  early.  Per- 
fect   accommodation    means    more — ^but 
of  that  we  will  speak  again.— Abraham 
^  Straus,  Brooklyn,  N.  Y. 

The  Ideal  House  Furnishers,  Ltd.,  is 
the  largest  and  best  equipped  house  fur- 
nishing establishment  in  Canada.     Cen- 
trally located  on  the  corner  of  Portage 
Avenue  and  Hargrave  Street,  in  a  hand- 
some seven-story  building  of  steel  and 
glass,  constructed   especially     for     our 
needs.     We  have   more   extensive   floor 
space,  permitting  more  satisfactory  dis- 
play, under  better     lighted     conditions, 
than  any  other  house  furnishing  store  in 
the  country,   ^ivery  article  of  house  fur- 
nishings necessary  for  the  home,  office  or 
studio,  wiU  be   found  here  in  a  wider 
variety  of  designs  and  style,  and  at  a 
lower  price  than  any  other  store  in  Win- 
nipeg, with  no  extra  charge  for  liberal 
credit.    No  need  to  worry  about  the  cash, 
your  credit  is  good.— Winnipeg,  Can. 

STORE" 


STORE  NAMES 


A  store  for  men. — Daniel  Bros.,  At- 
tanta,  Oa. 

Tlie  great  credit  house. — Brent's,  Los 
Angeles,  Cat. 

The  big  store  of  little  prices. — Berge- 
man  Bros.,  Pueblo,  Col, 

The  store  that  saves  you  money. — May 
^  Co.,  Columbus,  O. 

The  little-at-a-time  store. — Ingram  4* 
Bird,  Sacramento,  Cal. 

The  busy  corner. — S.  Kann,  Sons  ^ 
Co.,   Washington,  D.  C. 

The  store  of  the  Bust  Clothier. — 
Sirift,  New  Bedford,  Mass. 

Tailors  for  good  dressers. — Brauer  ^ 
Krohn,  Los  Angeles,  Cal. 

Store  of  many  departments. — Davison- 
Paxon-Stokes  Co.,  Atlanta,  Ga. 

The  new  daylight  store  of  Youngs- 
town. — Euwers,    Youngstown,   O. 

The  store  that  made  Penn  avenue  fa- 
mous.— Spear  tj*  Co.,  Pittsburg,  Pa. 

The  home  of  the  stylish  suit. — The 
Continental  Clothing  House,  Galesburg. 

A  store  where  true  economy  can  be 
safely  practiced.— Jfandei  Bros.,  Chi- 
cago. 

The  store  that  keeps  the  prices  down. 
^The  Golden  Rule,  Great  Falls,  Mont. 

The  home  of  dollar-down — the  house 
of  liberality.— F.  B.  Slocum  Co.,  Xew 
Bedford,  Mass. 

The  gift  store  of  Joliet. — Feagans*, 
Joliet,  III. 

•  The   better  store. — McConnell  4'   Co., 
Scranton,  Pa. 

The  big  busy  trading  place. — The 
Potts-Clark  Co.,Simcoe,  Ont. 

The  always  busy  store.— Stanley  Bros., 
Charlottetoirn,  P.  E.  I. 

The  your-credit-is-good  store. — L. 
Schoenfeld  4-  Sons,  Tacoma,  Wash. 

The  dependable  store. — Goldenberg 
Bros.,  Baltimore,  Md. 

"The  store  of  quality."— Hof man'* 
Toggery,  Leadville,  Colo. 

"That  totally  different  store."— CAap- 
man  ^  Co.,  Seic  York. 

Baltimore's  best  start.— Hochschild, 
Kohn  ^  Co.,  Baltimore,  Md. 

The  people's  store.— Bernstein's,  Pu- 
eblo, Colo. 

The  home  of  nothing  down  and  a  lit- 

STORE 


tie    each    Meek. — The    Household,    New 
Bedford,  Mass. 

The  right  clothes  store.— Ba66i7^  ^ 
Co.,  Troy,  N.  Y. 

The  right  house. — Thomas  C.  Watkins, 
Hamilton,  Ont, 

The  school  of  style. — The  Edw.  Mclley 
Co.,  New  Haven  Conn. 

The  home  of  fine  furniture. — Ken- 
nedy Furniture  Co.,  Chicago,  HI. 

The  home  of  good  goods  at  the  lowest 
prices. — Haines  Bros.,  El  Dorado,  Kan, 

The  store  that  trusts  the  people — the 
store  that  the  people  trust. — H.  H. 
Lampe  ^  Co.,  Altoona,  Pa. 

The  store  for  you. — Hartigans*,  Troy. 

The  short  hour  house. — Power's,  Minne- 
apolis. 

The  home  of  dress  goods. — O'Brien's, 
Jersey  City,  N.  J. 

The  best  goods  store. — Jos,  Meyers 
^  Sons,  Salem,  Ore. 

The  big  trustful  store,— Oately  ^ 
Britton,    Reading,   Pa. 

The  ready-to-wear  center. — A.  Liv- 
ingston 4-  Sons,  Bloomington,  III, 

The  home  of  good  clothing. — Joske 
Bros.*  Company,  San  Antonio,  Tex. 

Chicago's  permanent  exposition  of 
beautiful  things.— Marshall  Field  ^  Co., 
Chicago,  III. 

A  store  that  promotes  better  mer- 
chandising.— A.  Hamburger  ^  Sons,  Los 
Angeles,  Cal, 

The  enterprising,  up-to-date  and  a- 
day-ahead  merchandise  Mecca  of  Co- 
lumbus.— Bond's,  Columbus,  O, 

The  busy  hardware  store — the  one 
that  saves  you  money. — The  Phillip* 
Cooke  Hardware  Co.,  Pueblo,  Col. 

The  sleepless  tireless  hustlers. — The 
Churchill-Hemenway  Co.,  Galesburg,  III, 

"Greater  Memphis'  Greatest  Store." 

"  The  Big  Store  of  Guthrie." 

"  Washington's        Fastest        Growing 

Store." 
"Portsmouth's  Busy  Store.** 
"Portsmouth's    Up-to-Date    Store.'* 
"In  Every  Detail,  the  Leading  Retail 

Establishment  of  Brooklyn.'* 
"Calgary's  Best  Store." 
"Cheyenne's  Big  Busy  Store.** 
"  Not  the  Largest  in  the  World,  but 

the  Best  Store  in  Dubuque." 
NAMES 


■IJi"'ll--    -ill"     1     11     R_|"J 


80 


JEWELRY    ADVERTISING 


SALE  NAMES 


ff 


Merchant  Morgan  cannot  complain  that  the  "  large  sale 
in  Wall  Street  has  not  been  well  advertised, — New   York 
World,  Aug.  6. 


Make-room    Sale— The    Globe    Store, 
Youngstown,  O. 

Necessity    sale. — Fontaine    4'    Anglin, 
Crookston,  Minn. 

Ken's  closing  out  sale. — A.  R.  Ken  4: 
Co.,  Hamilton,  Ont. 

Great    10    per    cent,    discount    sale. — 
Alder  Bros.  Co.,  Joliet,  III. 

One  day  sale.— T^c  Taylor  Carpet 
Company,   Indianapolis,   Ind. 

Clean-up  sale.— Dai/fon'*  Daylight 
Store,   Minneapolis,   Minn. 

Great  pre-holiday  clearing  sale. — 
Crandell  ^  Tracy,  Galesburg,  III. 

Great  stock  reducing  sale. — Hallen' 
stein  Furniture  4-  Carpet  Co.,  Joliet. 

The  ripper  sale!  The  ripper  sale  is 
one  where  we  rip  the  prices  in  two  and 
cut  the  profits  down.— The  Donaereaux 
Dry   Goods   Company,  Lansing,   Mich. 

Price  revival  sale— The  Leader,  Min- 
neapolis, Minn. 

Make  room  sale. — The  Globe  Store, 
Youngstown,    O. 

Economy  sale. — Olds,  Whortman  Sj; 
King,  Portland,   Ore. 

Sensational  half  price  sale.— DoiwW- 
son's,  Minneapolis,  Minn. 

Big  slaughter  sale. — Bannout  Depart- 
ment   Store,    Minneapolis,    Minn. 

>Our  grand  annual  silk  sale. — Dayton's 
Daylight  Store,  Minneapolis,  Minn. 

Pre-holiday  room-making  sale. — The 
Joliet  Dry   Goods   Company,  Joliet,  III. 

A  plunder  sale. — Wasserman,  Kauf- 
man ^  Co.,  Sacramento,  Cal. 

A  trade  sale.— The  Gamble-Desmond 
Co.,   New  Haven,   Conn. 

Half-value  sale.— Henry  Wing,  St. 
Paul,  Minn. 

June  bride  sale.— Dm^  ^  Repp  Fur- 
niture  Co.,   Kansas   City,   Mo. 

Mill  End  sale.— Fe/»x  Kahn  §c  Co., 
Chicago,  III. 

Great  half-price  sale.—/  Lenson  S[ 
Co.,  Trenton,  N.  J. 

Special  matting  sale.— Lord  S/;  Taylor, 

New  York. 

SALE 


June     umbrella      sale. — Sisson     Bros. 
Welden  Co.,  Binghamton,  N.  Y. 

Publicity     sale.— The     Blakepky     Dry 
Goods  Co.,   Spokane,   Wash. 

Challenge    s&lc.—Ehrich    Bros.,    Neio 
York. 

Surplus   sale.— Jtfachin  Shirt   Co.,  Los 
Angeles,  Cal. 

June     sale.— Henry    Morgan    4t     ^^* 
Montreal,  Can. 

Our  big  candy  sale. — Swayzee's  Mar- 
ket, Marion,  Ind. 

Flood    sale.— H.    ^  D.   Daniel,   Hart- 
ford, Conn. 

A  forced  millinery  sale. — F.  D.  John^ 
son  ^'  Co.,  Memphis,  Tenn. 

Morning  sales.— //earn,  Netr  York 

Great      summer      sale.— S»7er*      Pianv 
House,  Spokane,   Wash. 

Our    first    summer    furniture    sale. — 
Cohn  Bros.,  Spokane,   Wash. 

A  sale  to  raise  money! — The   Ander- 
«OM   Co.,  Bufalo,  N.    Y. 

Great    expulsion    sale.—//.    A.    M eld- 
rum  Co.,  Buffalo,  N.  Y. 

Final    fur    sale.— Rffn*om    S[    Horton, 
Minneapolis,  Minn. 

A    profitless    price    sale. — Young    the 
Tailor,  Memphis,  Tenn. 

Final     fall     finish     for     fair     sale.— 
Euwer's,  Youngstown,  O. 

A    record    breaking    silk    sale. — H.   P. 
Wasson  ^  Co.,  Marion,  Ind. 

Trade    equalization    sale. — The    David 
C.   Beggs  Company,  Columbus,  O. 

A    big  "short   lot*'    sale.— Wasserman, 
Kaufman  ^  Co.,  Sacramento,  Cal. 

Trade-compelling   overcoat    sale. — The 
Palace    Clothing   House,   Minneapolis. 

General  reduction  sale. — Louis  Stecher 
4-  Co.,  Philadelphia,  Pa. 

A    forced    sale.— The    Broadway    De- 
partment Store,  Los  Angeles,  Cal. 

A  linen  clearance  sale.— Koch  ^  Co., 
New  York, 

Our     summer     white     sale.  —  Jordan 
Marsh  Co.,  Boston,  Mass. 
NAMES 


JEWELRY    ADVERTISING 


81 


White       sale        linens.— IFanamaJter'* 
Philadelphia,  Pa. 


Great    anniversary   sale.— 3f.   B,   Mil- 
ler, Leadville,  Colo. 

Morning  sales.— Hearn,  New  York. 

The  greatest  of  our  challenge  sales. — 
Ehrich  Bros.,  New  York  City. 

Publishers'     remainder     sale. — Emery, 
Bird,  Thayer  ^  Co.,  Kansas  City,  Mo. 

A  necessity  sale.^Kinne  &  Kinne  Co., 

Bufalo,  N.  Y. 

Midwinter  bargain  sale.— The  Ander- 
son Co.,  Bufalo,  N.    Y. 

Half-price    sale.— /o«e/)h    Home    Co., 
Pittsburg,  Pa. 

March  sale  of  furniture.— A'ow/'inann'* 
Pittsburg,  Pa. 

Emptying-in  and  emptying-out  sale- 
Zone*  Dry  Goods  Co.,  Kansas  City,  Mo. 

Remnant         sale.— The         Waschauer 
Store,  Madison,  III. 

Rack-rent    removal    sale.— Thoma*    ^ 
Co.,  Pittsburg,  Pa. 

Jardinier      sale.— Kaufmann's,     Pitts- 
burg, Pa, 

Defiance  sale.— The  Leader,  Pittsburg. 

Quality  and  quantity  sale.— 3/.  Quinn, 
Kansas  City,  Mo. 

Half-price  picture  sale.— Ilahn  ^'  Co., 
Newark,  N.  J. 

Five-hour  sale.  —  Rosenbaum  Com- 
pany, Pittsburg,  Pa. 

Daniels'  honest  sale.— H.  4-  D.  Daniel, 
Hartford,  Conn. 

A  drastic  clearance  of  all  the  odd- 
ments of  the  past  year's  selling.— P.  A. 
Bergner  |-  Co.,  Peoria,  III. 

Hurricane    sale.— Bra r^er'*,    Baltimore. 

"Direct  selling'*  sale.— 3/cConne//  ^ 
Co.,  Scranton,  Pa. 

Annual  markdown  sale.— 5a^e,  Allen 
4:  Co.,  Hartford,  Conn. 

Star  sale  of  the  season.— Braver'*,  Bal- 
timore, Md.— Feb.  8,  1903. 

One-quarter  oif  furniture  sale.— Car- 
lile  cj-  A'err,  Columbus,  O. 

February  reduction  sale.— Lauer'*, 
Baltimore,  Md.— Feb.  8,  1903. 

Our  masterful  sale.— Rhodes-Burford 
Furniture    Co.,   Indianapolis,   Ind. 

February  grocery  sale.— Ointer  Gro- 
cery Sale,  Boston,  Mass.^Feb.  11,  1903. 

Annual  January  hosiery  sale.— Stew- 
art ^  Co.,  Baltimore,  Md.— Jan.  12,  1903. 

Semi-annual  price  reduction  sale.— 
Vorenberg's,  Boston,  Mass. 

The  after  stock  taking  sale.— ir.  B. 
Moses  ^  Sons,  Washington,  D.  C. 

SALE 


Odd  lot  sale.— lYoye*  Bros.,  Boston. 
Annual     Fd)ruary     furniture     sale.— 
Siegel,  Cooper  ^  Co.,  Chicago,  III. 

Osgood's  January  riddance  sale. — The 
C.  E.  Osgood  Company,  Boston,  Mass. 

Edmonston's  twenty-ninth  anniversary 
and  stock  reduction  shoe  sale  !—iSJdmon- 
ston's,  Washington,  D.  C. 

A  $20,000  sacrifice  salel— Grand  Rap- 
ids Furniture  Co.,  Jacksonville,  Fla. 

Sale  of  importance. — J.  F.  Hink  ^ 
Son,  Berkeley,  Cal. 

201st  Friday  bargain  sale.— ^chiwwer 
4:  Block,  Peoria,  III. 

Rare  sale.— Stone,  Fisher  ^  Lane,  Ta- 
coma,  Wash. 

Great  shoe  sale. — Woodard,  Clarke  |- 
Co.,  Portland,  Ore. 

A  very  special  sale.— Wasserman 
4:  Kaufman,  Sacramento,  Cal. 

Jobbers'  and  manufacturers'  sale. — 
A.  F.  Hardie,  Waco,  Texas. 

Black  suit  sale.— Salem  Woolen  Mill 
Store,  Portland,  Ore. 

Free  gift  sale.— L.  Hammel  ^f  Co., 
Mobile,  Ala. 

Spring  sale.— Martin's,  Peoria,  III. 

Black  Friday  sale.— The  Euwer  Store, 
Youngstown,  Ohio. 

Table  days  sale.— Chapman  cj-  Co., 
Brooklyn,  N.  Y. 

Phenomenal  suit  sale. — The  Palace, 
Spokane,  Wash. 

A  great  Friday  dress  goods  sale.^ 
Gimbel  Bros.,  Milwaukee,  Wis. 

Great  discount  sale.— 5.  A.  McDon- 
ald, Charlottetown,  P.  E.  I. 

Our  big  end-of-the-week  sale.— Ter- 
ins  Bros.   Co.,  Trenton,  N.  J. 

Grand  millinery  opening  sale. — 
Lasky's,  Parkersburg,  W.  Va. 

Removal  sale.— i2.  D.  Branson  Desk 
Co.,  Los  Angeles,  Cal. 

Great  sale  of  curtains.— Tu//  ^  Gibbs, 
Spokane,  Wash. 

The  fire  sale.— The  Krauss,  Butler  ^ 
Banham  Co.,  Columbus,  Ohio. 

Baity's  twelve-day  removal  sale.— /he 
Baity  Dry  Goods  Co.,  Denison,  Texas. 

Rearrangement  sale.— J.  N.  Adam  &- 
Co.,  Bufalo,  N.  Y. 

Great  one-day  "at  cost"  sale.— iouiV 
Weber  ^  Co.,  Chicago,  III. 

A  stupendous  silk  sale.— Cho*.  A. 
Stevens  4-  Bros.,  Chicago,  III. 

Selling  out  sale.— 5^eirf/er  ^f  May, 
Hartford,  Conn. 

Prosperity  sale.— Sfran^/e  ^  Skinner, 
Binghamton,  N.  Y, 

NAMES 


"I 


JEWELRY    ADVERTISING 


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82 


JEWELRY    ADVERTISING 


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I 


I 


A  stupendous  five-day  sale— Simpson 
Crawford  Co.,  New  York,  N.  Y. 

Mid-winter  riddance  sale.— Tfco».  Mar- 
iindale  ^-  Co.,  Philadelphia,  Pa. 

General  reduction  sale. — Sommer- 
Kaufman,  San  Francisco,  Cal. 

Prosperity  sale.—/.  N,  Adam  4:  ^^'» 
Bufalo,  N.  Y. 

Drastic  clearance  of  shoes  at  cut 
prices.— The  Fourteenth  Street  Store, 
New  York,  y.  Y. 

Twentv-fourth  semi-yearly  clearance 
sale  of  smart  clothes  and  furnishings. 
^Byck  Bros.,  ^ew  York,  N.  Y. 

Challenge  sale.— L.  H.  Ouldman,  Den- 
ver, Colo. 

Closing  out  sale  of  the  furniture  sec- 
iion.—JosUn  Dry  Goods  Co.,  Denver. 

Clearance  sale  of  boy's  and  youth's 
winter   wearables.— T/ie   May,   Denver. 

The  beneficial  blizzard  of  white  goods 
still  storms  the  store  with  its  January 
economies.— irana  ma  A  «r,  ^ew   York. 

Squeeze  out  saXt.—McConnell  ^  Co., 
Scranton,  Pa, 

Great  "merchants*  week"  sale. — Bos- 
ton Store,  Worcester,  Mass. 

Great  parting-company  sale.  —  Sam 
Berry  ^  Co.,  Leadville,  Colo. 

Annual  public  benefit  sale.— Kaufman 
Clothing  Co.,  Lexington,  Ky. 

Another  rousing  time  limit  sale.— TTi**, 
Smith  Sf  Co.,  Hartford,  Conn. 

Our  "  drop "  furniture  sale.— Emery 
Bird,  Thayer  Co.,  Kansas  City,  Mo. 

The  sale  that  never  disappoints.—^. 
Livingston  4*  Sons,  Bloomington,  III. 

Wait,  watch,  look  for  the  great  semi- 
annual clearance  sale.— .ril.  Livingston 
^  Sons,  Bloomington,  III. 

Remnant  and  auction  sale.—/.  C,  Mac- 
Innes  Co.,  Worcester,  Mass. 

Stock  reducing  sale.— Foic/«r,  Dick 
^  Walker,  Wilkes-Barre,  Pa. 

Yankee  notion  sale.— S.  P.  Dunham  ^ 
Co.,  Trenton,  X.  /. 

A  three  cent  sale.— Ha/ine  ^'  Co.,  New- 
ark, N.  /. 

Stock  re-arrangement  sales. — TT.  H, 
8croggie,  Montreal,  Canada. 

Our  semi-annual  half-price  sale.— 
The  Hub,  Trenton,  N.  /. 

Sensational  clothing  sale.— Weitzen- 
korn's,  Wilkes-Barre,  Pa. 

Half  yearly  clean-up  sale. — Ham- 
hurge/s,  Los  Angeles,  Cal. 

Alteration  sale.— Peterson's,  Minne- 
opolis,  Minn. 

Reduction   sale.— Maher  Bros.,    Utica. 

SALE 


Carpet  clearing  sale.— Foir/«r,  Dick  ^ 
Walker,  Binghamton,  N.  Y. 

Our  great  summer  clearance  sale.— 
Jonas  Long's  Sons,  Wilkes-Barre,  Pa. 

Mammoth  mid-summer  clearance  sale. 
—Lazarus  Bros.,  Wilkes-Barre,  Pa. 


Our  mighty  sale.— Cfca*.  Finherg  Co., 
Wilkes-Barre,  Pa. 

Odd  trouser  sale.— Capital  Clothing 
Store,  Montgomery,  Ala. 

Twenty  per  cent,  discount  sale. — 
Blumenthal  ^'  Co.,  Marion,  Ind. 

Cash  clearance  sale.  —  Waldmant 
Bros.,  Troy,  N.  Y. 

A  "hurry  up"  sale.— The  New  Store, 
Minneapolis,  Minn. 

Red  figure  sale.— Eastman  Bros.  I* 
Bancroft,  Portland,  Me. 

Winding-up  business  sale.— E Herman's, 
Minneapolis,  Minn. 

Reconstruction  and  enlargement  cut 
price  sale.— Afoore  ^  McLeod,  Charlotte- 
town. 

A  stupendous  reduction  sale.— P^ii- 
adelphia  Cloak  and  Suit  House,  Scran- 
ton, Pa. 

Let-go  sale.— B.  B.  PyU  4:  Co.,  Deni- 
ion,  Texas. 

Odd  and  end  sale.— Stewart  Bros., 
Columbus,  O. 

A  disappointment  sale.— Schipper  ^ 
Block,  Peoria,  III. 

Manufacturers*       unloading       sale. 
King's  Newark,  N,  /. 

Fifteen  minute  sales.— The  Star  Store, 
New  Bedford,  Mass. 

The  sale  of  sales.— F.  Auerbach  4: 
Bro.,  Salt  Lake  City,  Utah. 

The    money-raising    sale.— The    Beall- 

Livingston  Dry  Goods  Co.,  Columbus,  O. 

Tearing    down,    rebuilding,    enlarging, 

expansion  sale.— /ame«  McLean  ^  Sons, 

York,  Pa. 

The  rummage  sale.— TF.  H.  Keech 
Co's,  Pittsburg,  Pa. 

Cotton  carnival.— TT.  F.  Snyder  4-  Co., 
Newark,  N.  /. 

A  clearance  sale.— n^  Young  Quin- 
lan  Co.,  Minneapolis,  Minn. 

An  extraordinary  necessity  sale.— The 
N.  P.  Nelson  Co.,  Oalesburg,  III. 

Expansion  sale.— Barnarrf,  Sumner, 
Putnam  Company  Minneapolis,  Minn. 

Here  goes  for  a  rousing  old-fashioned, 
money  raising  sale.— The  New  Store, 
Minneapolis,  Minn. 

Week      of      great      sales.— Fred*  rio/c 
Loeser  ^  Co.,  Brooklyn,  N.  Y, 
NAMES 


PHRASES 


A  bargain  harvest. — Badger's,  Balti- 
more, Md. 

Another  bargain  budget. — Adams  Dry 
Goods  Co.,  New  York. 

Big  dump  sale.— 8.  Heyman't,  New- 
ark, N.  /. 

Saving  opportunities  extraordinary. — 
A.  M.  Rothchild  ^  Co.,  Chicago,  III. 

Bargains  that  defy  all  competition. — 
Mc Whirr's  Emporium,  Fall  River. 

The  bargain  sparks  fly  thick  and  fast. 
— Austin  Brothers,   Westfield,  Mass. 

The  selling  of  midsummer  merchan- 
dise is  quickening  the  already  rapid 
strides  of  this  busy  store. — Jones  Dry 
Goods  Co.,  Kansas  City,  Mo. 

Bargain  gems. — The  Anderson  Co., 
Bufalo,  N.  Y. 

Enticing  values. — Adams  D.  G.  Co., 
New  York. 

Huge  values. — L.  S.  Plaut  ^  Co., 
Newark,  N.  /. 

Mountains  of  bargains. — The  Globe, 
St.  Louis,  Mo, 

Unmatchable  bargains. — The  Hub, 
Kansas  City,  Mo. 

Cozv  items. — A.  D.  Matthews*  Sons, 
Brooklyn,  N.  Y, 

More  Monday  messages. — Goodfel- 
low's,  Minneapolis,  Minn. 

Business  boomers. — The  Metropolitan 
Dry    Goods   Co.,   Saginaw,   Mich. 

An  excellent  barometer  of  the  econ- 
omic conditions  prevalent  in  the  com- 
munity  is  the  dress  goods  department  of 
this  establishment.  —  M.  Kelvey's, 
Youngstown,  Ohio. 

Happy  Chance  for  frugal  folks. — 
Campbell's,  Pittsburg,  Pa. 

The  mightiest  sale  of  a  decade. — The 
Fair,  Baker  City,  Ore, 

A  conventicle  of  convention  bargains. 
— IF.  R.  Bennett  Co.,  Omaha,  Neb. 

A  blending  of  elegance  and  economy. 
— The  Broadway  Dry  Goods  Co.,  Los 
Angeles,  Cal. 

The  store  will  be  bristling  with  bar- 
gains.— The  Gamble  Desmond  Co.,  New 
Haven,  Conn. 

A  bevy  of  hargains.^-Goodfellow'si 
Minneapolis,  Minn. 

Sizzring  hot  bargainp. — Cohn's,  Salt 
Lake  City,  Utah. 


It  is  practical  economy  to  buy  at 
Sounders',  Victoria,  B.  C. 

Odd  pickings  from  the  countless  bar- 
gains.— W.   B.  Penn,  Bowerston,   O. 

A  few  Saturday  hot  shots. — Royce 
Dry  Goods  Co.,  Kansas  City,  Mo. 

Every  item  a  fighting  argument  for 
Hale*s. — Hale's,  Los  Angeles,  Cal. 

There's  a  steady  roll  of  bargains  here. 
—The  People's  Store,  Taylorville,  III. 

A  veritable  harvest  of  bargains. — 
Household  Credit  and  Auction  Co., 
Pittsburg,  Pa. 

More  stalwart  evidence  of  the  dollar's 
buying  power. — The  Boston  Store,  Mil- 
waukee, Wis, 

The  Power  of  Your  Money  Never 
Commanded  so  Much  as  Here.— Golden- 
berg's,  Washington,  D.  C, 

Quantities  are  enormously  reduced, 
but  values  are  as  great  as  ever. — The 
Robert  Simpson  Co.,  Toronto,  Ont. 

Ransacking  sale. — Imperial  Dept. 
Store,  Altoona,  Pa. 

A  bulletin  of  store  doings. — Kauf- 
man's,   Pittsburg,    Pa. 

Astounding  bargains  in  every  section. 
— Bergner's,  Peoria,  III. 

Sale  interest  is  at  fever  heat  here. — 
Goldenberg's,   Washington,  D.  C. 

Another  aggregation  of  choice  bar- 
gains.— /.  N.  Adam  4*  Co.,  Bufalo. 

The  Paramount  under  price  sale.— 
Stickley-Brandt  Co.,  Binghamton,  N.  Y. 

The  most  unmerciful  slaughter  sale. — 
Garbode,  Eibaud  4'  Co.,  Galveston,  Tex. 

Thirty  flashes  from  Boston's  bargain 
center. — Houghton     4*    Button,    Boston. 

A  Monday  marshaling  of  forceful 
facts. — Frederick  Loeser  ^  Co.,  Brook- 
lyn, N.  Y. 

Fresh  ammunition  from  the  many  sales 
at  our  store. — Wanamaker's,  Philadel- 
phia, Pa, 

Our  message  points  the  way  to  econ- 
omy and  satisfaction. — Cobb,  Bates  4r 
Yerxa,  Taunton,  Mass. 

An  assemblage  of  amazing  after-in- 
ventory economizing  opportunities. — • 
Siegel  Cooper  Co.,  Chicago,  III. 

Bargains  galore. — Ben  Spears,  Mentr- 
phis,  Tenn, 


PHRASES 


f 


I 


84. 


JEWELRY    ADVERTISING 


ii 


^ 


t 


Plumpest  v&\ues.^Schipper  ^  Block, 
Teoria,  III. 

Peerless  offerings.— Tfc*  Leader,  Min- 
neapoKs,  Minn. 

A  keep-busy  sale.— TF.  C.  Lofttu  4t 
Co.,  New  York. 

An  aggressively  conducted  price  re- 
duction sale.— A'aM/ma»'*,  Pittsburg. 

Never  such  a  focus  of  opportunities. 
—IT.  V.  Snyder  §;  Co.,  Newark,  N.  J. 

Echoes  from  the  February  sale. — 
Broadway  Department  Store,  Los  An- 
geles, Cal. 

Bargains  that  require  no  talk  to 
recommend  them.— TAe  Furst  Co.,  Jer- 
sey City,  N.  J. 

Our  stock  bristles  with  variety.— -4. 
D.  Baughman,  Charlotte,  Mich. 

When  you  trade  here  you   get  what 

you  believe  you  are  getting.— Frederic*; 

Buscombe  ^  Co.,  Vancouver,  B.  C, 

It  pays  to  trade  at  Day's,  Peoria,  III. 

Bargains  with  a  great  big  B.— Boone's, 

Fall  River,  Mass. 

Third  week  of  Donnelly's  clear-away 
Bale  that  has  set  the  town  a-talking.— 
Donnelly's,  Trenton,  N.  J. 

Bargains  scattered  broadcast. — Berg- 
tier's,  Peoria,  III. 

Trade-inspiring  chances.  —  Boston 
Store,  Milwaukee,  Wis. 

Topsy  turvy  sale.— B'lray  Department 
Store,  Los  Angeles,  Cat. 

An  aggregation  of  values. — Columbus 
D.  O.  Co.,  Columbus,  O. 

Ridiculous  November  values. — Stone, 
Fisher  ^  Lane,  Tacoma,  Wash. 

Fascinations  for  fertile  Friday.—^. 
D.  Matthews'  Sons,  Brooklyn,  N.  Y. 

A  good,  big  departmentful  of  sturdy 
values.— CAcw.  H.  Baer,  York,  Pa. 

This  quit  business  sale  is  the  cynosure 
of  all  eyes. — Fisher,  Topeka,  Kan. 

Here's  a  chapter  of  true  economy. — 
Hudson's  Bay  Stores,  Vancouver,  B.  C. 
A  sale  that  will  prove  an  irresistible 
trade  magnet. — Hunter's,  Memphis. 

Some  rattling  good  remnant  values. — 

flf.  Kahn,  Sons  ^  Co.,  Washington,  D.  C. 

November  sales  rich  in   economy  o^- 

poTtunities.—Whitehouse,     D.     0.     Co., 

Spokane,  Wash. 

Farlinger's  for  quality.— -4.  W.  Far- 
linger,  Atlanta,  Oa. 

If  it  comes  from  Gately's  it's  good.— 
Oately's,  Bloomington,  III, 

Jaunty,  picturesque  creations. — J/an- 
del  Bros.,  Chicago,  III. 


Something  doing  at  Small's.— 5maW, 
the  Big  Shoeman,  Troy,  N,  Y. 

There  can  only  be  one  best  store. — 
Perlmuttet's,  Jersey  City,  N.  J. 

Where  your  money  buys  most. — Happ 
^  Marks,  South  Bend,  Ind. 

Undoubtedly  the  house  to  trade  at— 
Barnard,  Sumner  ^  Putnam  Co.,  Wor- 
cester, Mass. 

All  trolley  car  lines  give  transfers  to 
Springfield  Ave.— S.  Heyman's,  New- 
ark, N.  J. 

We  do  not  try  to  sell  you  something 
else.— B.  S.  Cooban  ^  Co.,  druggists, 
Chicago,  III. 

What  we  advertise  we  sell;  what  we 
sell  advertises  ns.—The  Bee  Hive,  Char- 
lotte, N.  C. 

If  you  bought  it  at  the  Unique,  it's 
right  up  to  date.— rfc«  Unique  Cloak 
and  Suit  House,  Los  Angeles,  Cal. 

"Always  the  best  of  everything  for 
the  least  money."  That's  our  store 
motto.— and  lived  up  to.— S.  Kann,  Sons 
4f  Co.,  Washington,  D.  C. 

"  I  undersell."—/.  W.  Jennings,  Wash- 
ington, D.  C, 

"Sellers  of  good  clothes. —Sisson  <| 
Sew  ell,   Milwaukee,    Wis. 

"  Sommers  sells  it  for  less."— P.  Som- 
mers  ^  Co.,  Indianapolis,  Ind. 

"If  they're  Rich's  shoes  they're  prop- 
er."—B.  Rich's  Sons,  Washington,  D.  C. 
"If  you    want    the    best    get    it    at 
Jacobs's."— /acob***     Pharmacy,     Mont- 
gomery, Ala. 

"Always  ahead  of  the  line— right  up 
to  this  evening." — Orove  Department 
Store,  Morris,  Minn. 

An  epidemic  of  enthusiasm.— Bo*(o» 
Store,  Milwaukee,  Wis. 

This  store's  policy  is  to  satisfy. — The 
Palace  Clothing  Co.,  Kansas  City,  Mo. 

You  need  not  buy  because  you  look,  or 
keep  because  you  buy. — A.  /.  Kelley 
Company,  New  York, 

Customers  receive  the  same  treatment 
from  our  hands  that  we  demand  of  the 
makers. — Daniel  Bros.,  Atlanta,  Oa. 

Please  give  the  delivery  department  a 
chance— this  is  hot  weather  to  hurry 
horses.—^.  D,  Matthews'  Sons,  Brook- 
lyn, N.  Y, 

We  clothe  the  feet  complete.— Da /*- 
heimer,  Baltimore,  Md. 

"Not  on  display  but  on  sale." — Jonas 
^  Geldner,  San  Bernardino,  Cal, 

Counter-crowding  values. — The  Gold- 
enberg  Store,  Washington,  D.  C. 


JEWELRY    ADVERTISING 


85 


PHRASES 


I^ookers  become  buyers  at  our  open- 
ing.— Cheny  ^  Co.,  New  Bedford. 

Quantities  limited  (don't  want  all  our 
"eggs  in  one  basket"). — Evans,  Mun- 
zer,  Pickering  §•  Co.,  Minneapolis,  Minn. 

The  path  of  satisfaction  leads  to  our 
doors. 

Nothing  but  the  best  satisfies  some; 
nothing  but  giving  satisfaction  satisfies 
us. —  — 

The  l)est  known,  best  grown,  and  best 
roasted  coffee. 

Genuine  goods,  not  substitutes  or 
imitations. 

It  is  our  ability  to  purchase  that 
makes  good  purchasing  here. —  — 

Not  to  know  our  store  is  a  misfortune. 

The  wise  man  not  only  knows  a  bar- 
gain, but  he  gets  it  here. 

We  work  to  eliminate  faults  and 
fault-finding. 

We  lose  money  on  many  sales  to  make 
our  selling  satisfactory^. 

Watching  for  what  is  new  and  good 
is  a  part  of  our  business. 

Things  rarely  called  for  we  buy  to 
complete  our  stock. 

Remnants  and  left-overs  go  without 
reference  to  price. 

We  sell  the  goods,  but  not  the  buyers 
of  them. 

We  are  glad  to  be  told. 

—Selected  N.  Y.  Stores. 

A  stray  straw  just  to  show  how  the 
bargain  winds  are  blowing  in  this  store. 
— Matthews  Bros.,  Waco,  Texas. 

"If  you  get  it  here,  it's  the  best."— 
Guernsey   <§•   Murray,  Kansas   City,  Mo. 

"  Better  store  keeping  brings  better 
results."— 5.  P.  Dunham  ^  Co.,  Trenton. 

"If  it  comes  from  D.  Sommers  &  Co. 
it  will  wear."— D.  Sommers  ^-  Co.,  In- 
dianapolis,   Ind, 

"Distinction  in  dress,"  and  again 
"Distinction  in  dress:'— Edward  Lang 
4"  Co.,  Memphis,  Tenn. 

"  Take  it  for  granted  we  have  what 
you  want  as  you  want  iV'—Novi-Modi 
Costume  Co.,  Montreal,  Can. 

Quality  benefits.— Fred' k  Loeser  &-  Co., 
Brooklyn,  N.  ¥, 

Some  of  the  top  notchers.—McKel- 
vey's,  Youngstown,  O, 

Every  item  cut  to  the  quick.— A'cer**, 
Minneapolis,  Minn. 

Extraordinary  little  askings.— Boston 
Store,  Milwaukee,  Wis. 

Autumn  merchandise  delights.— Bcrn- 
heimer's,  Kansas  City,  Mo. 

A  host  of  incomparable  values. — 
Stump  §;  Lyford,  Washington,  D.  C. 


Many  bargains  to  be  plucked.— T^e 
Broadway  Dept.  Store,  Los  Angeles. 

A  charming  assembly  of  feminine  fash- 
ions.— Solomon  ^'  Reuben,  Pittsburg. 

The  Emporium  bargain  list  offers  un- 
usual saving  possibilities. — The  Empo- 
rium, Spokane,  Wash. 

Sunbeam  chances  which  you  really 
can't  allow  to  pass  unheeded. — Simpson, 
Ontario,  Can. 

Cold  weather  needfuls  priced  on  an 
economy  basis. — The  Fair,  Muncie,  Ind. 

Sweep  sale. — Like  a  tornado,  sweeps 
everything  in  its  path.  W^hile  a  tornado 
knows  no  fear,  shows  no  mercy,  we  are 
human  and  shall  strive  at  all  times  to 
better  the  condition  of  mankind. — Stone, 
Fisher  ^  Lane,  Tacoma,  Wash. 

Friday  feminine  financiers  can  save 
on  these  items.— The  Gold  Mine,  Colum- 
bus, O. 

Crowd  accumulators. — Campbell's, 

Pittsburg,  Pa. 

A  host  of  mighty  values. — Perlmut- 
tefs,  Jersey  City,  N.  J. 

Sweeping  mark-downs. — Gold  Mine 
Stores,  Columbus,  Ohio. 

A  veritable  feast  of  bargains. — A.  M. 
Rothschild,  Chicago,  III. 

A  busy  whirl  of  bargains.— T/ie  Globe 
Warehouse,  Scranton,  Pa. 

Another  banner  bargain  budget. — 
Adams  D.  G.  Co.,  New  York. 

Special  Saturday  snaps  that  are  bona- 
fide. — Hudson's  Bay   Stores,   Vancouver. 

Every  item  a  bargain.  Every  bargain 
is  genuine.—/.  N,  Martin  D,  O,  Co.,  Pe- 
oria, III. 

Opportunities  for  economy  never  so 
plentiful  or  pronounced. — Boston  Store, 
Milwaukee,  Wis. 

If  we  show  it  it's  right.— Perlmutter's, 
Jersey  City,  N.  J, 

When  we  advertise  bargains  we  sell 
bargains. — Chas.  S.  Kingsberry  ^  Co., 
Atlanta,  Oa. 

We  do  always  as  we  advertise.  Our 
methods  are  strictly  business.— fi".  C, 
Wendland  4-  Co.,  Bay  City,  Mich. 

\  If  it  comes  from  Nevius  Bros,  it'll  be 
till  right  always — money  back  if  not  so. — 
Nevius  Bros.  Co.,  Trenton,  N.  J. 

June-beating  specials.— 5ait*  |-  Co., 
Washington,  D.  C. 

A  feast  for  bargain  seekers. — The  Fa- 
mous,  Atlanta,   Oa. 

A  focus  of  timely  merchandise  advan- 
tages.—Frcrf^riV^  Loeser  4  Co.,  Brook- 
lyn, N.    Y. 


PHRASES 


86 


JEWELRY    ADVERTISING 


The  most  and  best  for  your  money.— 
Whitehouse  Dry  Goods  Co.,  Spokane. 

The  climax-capping  of  modern-day 
buying  is  depicted  in  this  sale. — S.  Kann 
Sons  ^  Co.,  Baltimore,  Md. 

Travelers'  helps.— All  the  handy  things 
you  need  to  make  your  trip  a  pleasure. 
^Wanamaker's,  Philadelphia. 

The  red  hot  bargain  coals  will  be 
grabbed  from  the  seething  mass  with 
gold  and  silver  tongs.— Barker*t,  Los 
Angeles,  Cal. 

'  Every  pocketbook  will  welcome  this 
newsl—Heavenrich  Bros.  ^  Co.,  Saginaw. 
Here  you  find  what  you  want  in  such 
variety  as  assures  perfect  conformity  to 
your  individual  taste.— Rosenbaun  Co., 
Pittsburg,  Pa. 

Comforting  news  for  these  warm  days. 
As  the  thermometer  goes  up  our  prices 
come  down.— Goldberg  Bros,  Detroit. 

A  dollar  or  two  will  do.— Spear  ^  Co., 
Pittsburg,  Pa. 

Get  it  at  Evans's.— Era n*.  Druggist, 
Philadelphia,  Pa. 

If  you  get  it  at  Aaron's,  you  get  it 
good.— ir.  S.  Aaron,  Altoona,  Pa. 
Tempting  values.— The  Fair,  Muncie. 
Some        hot        bargains — Goldstein's, 
youngstown,   O. 

Hot  weather  necessities.— Cray  ^  Dud- 
ley  Hardware   Co.,  Nashville,   Tenn, 

Banner  bargain  sale.— T.  G.  Webber, 
Salt  Lake  City,  Utah. 

Brisk  looking  for  bargains.— Hoc^5- 
child,  Kohn  ^  Co.,  Baltimore,  Md. 

A  few  pointers  bargainward. — Crosby 
Bros.,  Topeka,  Kan, 

A  slaughter  of  the  innocents.— TAe 
Fashion,  Bangor,  Me. 

A  feast  of  bargains.— G'ri^iw,  Al- 
toona. 

A  big  barricade  of  bargains.— -4.  D. 
Matthew's  Sons,  Brooklyn,  N.  Y. 

Stylish  nobby  Summer  clothing  popu- 
larly priced.— f/awi6Mr</«r'«,  Los  Angeles. 
A  sterling  sensational  sale  of  new 
seasonable  suits,  in  which  quality  and 
durability  predominate.— Tfce  Surprise 
Store,   Pittsburg,   Pa. 

We  do  what  we  advertise  to  do. — 
George  H.  Alf,  Burlington,  la. 

We  always  have  what  we  advertise. — 
The  W.  J.  Woods  Co.,  Worcester,  Mass. 
When  Anderson  says  so  it  means  some- 
thing.—IF.   A.  Anderson  ^  Co.,  Gales- 
burg,  III. 

Now's  the  time  to  make  by  spending. 
^Wolf  Greisheim  ^  Son,  Bloomington. 


Sundry  news-notes  that  you  will  doulrt- 
less  find  interesting,  for  a  busy  day's 
selling.— rfc«  Wanamaker  Store,  New 
York. 

A  dozen  seed  thoughts. — CampbelVs, 
Pittsburg,  Pa, 

Watch,  wait,  wonder.     A  new  ad.  very 
soon.—/.  R.  Bradley  Co.,  Reno,  Nev. 
Ribbon  splurge. 
Good  ribbon  news. 
Great  waist  carnival. 
Trade  winning  values. 
Another  rousing  sale. 
Final  skirt  reductions. 
Toilet  articles  in  uproar. 
A  grand  hoisery  bargain. 
Phenomenal  suit  offerings. 
Grand  values  in  millinery. 
Gloves  at  give-away  prices. 
Spring's  finest  coats  reduced. 
Notice  our  many  *'  specials." 
More   odd    lines   in   wall   paper. 
Visions  of  summer  loveliness. 
Marvelous   underwear  bargains. 
Come   early    for   these   curtains. 
Prices  in   wool  take   a   tumble. 

Rare  values  in  skirts  and  coats. 

Never  such  values  in  furniture. 

An  opportune  sale  in  Cluny  lace. 

Savings  on  household  necessities. 

Unusual  values  in  the  linen  room. 

Rich  cut  glass  for  June  weddings. 

Dress  goods  and  silks  slaughtered. 

Delightful  glove  bargains  Tuesday. 

Profits  shaved  to  the  quick  in  staples. 

Prices  talk  here  Monday  and  Tuesday. 

Pretty  undermuslins  at  special  prices. 

Fashion  leaders  for  women's  wearables. 

Note  these  exceptional  furniture  values. 

Great  sale  of  women's  and  girls'  ap- 
parel. 

Come   and    see   these  exquisite   white 

goods. 
Fruitful,  fleeting  Friday  only  bargains. 
Bargain  snaps  in  the  juvenile  section. 
The  house  furnishing  sale  you've  waited 

for. 

Here's  a  whirlwind  value  in  bleached 

cotton. 

An   early  morning  rally  to   the  boot 

section. 

Unmatchable  apparel  values  for  every- 
body. 

Magnificent  array  of  special  silk  bar- 
gains. 

Sacrifice  sale  of  carpets,  rugs  and  lino- 
leums. 

The  finest  bargain  of  the  season  in 
white  waists. 

Children's  dresses  in  handsome  style 
variety. 

Ribbons  will  take  wings  to  themselves 
to-day. 

Extra   special  bargains   in  men's   fur 

felt  fedoras. 


PHRASES 


JEWELRY    ADVERTISING 


87 


These     prices     actually     shout     their 
economy. 

Sweeping    reductions    on    all    ladies' 
outer  garments. 

The    garment    department    should    be 
visited  this  week. 

Prices  are  down,  way  down,  on  these 
dress  goods. 

All  at  prices  really  less  than  the  ma- 
terial would  cost  you. 

Continuing    to-morrow,    the    greatest 
coat  sale  of  the  year. 

Fresh    lines    of   wanted    merchandise 
strongly  featured.  . 

Bargain   interests   center  here   Satur- 
day, shoppers  well  know. 

Extra  values  throughout  the  house  dur- 
ing May  white  sale. 

Embroidered  shirt  waists  will  be  "all 
the  go,"  this  season. 

Refrigerators.  Housefurnishings  in  a 
notable  underprice  sale. 

A  silk  bargain  that  will  make  things 
lively  at  the  silk  counter. 

These  underselling  values  should  tempt 
you  to  buy  your  apparel  here. 

Monday  specials  of  great  interest  to 
those  not  adverse  to  splendid  saving.  ^ 

To-morrow,  a  May-day  carnival  of  ir- 
resistible  values   in  all  departments. 

Profitable  because  the  bargains  offered 
are  greater  than  ever  offered  before. 

Why  not  make  this  stationery  offer  for 
to-day  spell  O-p-p-o-r-t-u-n-i-t-y  for 
you? 

Head  and  shoulders  above  anything  of 
its  kind  is  our  Friday  special  hour  sale. 
Warm  weather  bargains:     Cool,  com- 
fortable dressing  sacques,  also  at  parts 
of  prices. 

A  suit  to  suit. 

Hoisery  inducements. 

Clothing  prices  cut  deep. 

Splendid  summer  specials. 

Notions  and  drug  sundries. 

Unexcelled  clothing  for  men. 

Boys'  oxfords  at  lower  prices. 

Our  greatest  July  ribbon  sale. 

Noteworthy  bargain  offerings. 

Other  superior  summer  values. 

Final  clean-sweep  of  millinery. 

Big  savings  for  prompt  buyers. 

Shoe  savings  of  unusual  interest. 

A  price  magnet  in  men's  clothing. 

All  milliners  flowers  at  half  price. 

Summer  shirtwaists  to  race  away. 

A  price  upheaval  in  women's  suits. 

Friday  bargains  for  thrifty  housewives. 

Not  cheap  clothing,  but  good  clothing 
cheap. 

A  list  of  underpriced  silk  specials  for 
Saturday's    selling. 

The  best  values  and  handsomest  styles 
we  have  ever  offered. 

PH 


Phenomenal  value-giving  marks  this, 
the  sale  of  all  underwear  sales. 

Women's  tasteful,  refined  summer  gar- 
ments of  surpassing  merit. 

Tremendous  reduction  on  a  mammoth 
assortment  of  women's  natty  hats. 

Money-saving  values. 

Last  day  of  hurry  out  prices. 

A  price  surprise  among  the  purses. 

Small  oriental  rugs  at  little  prices. 

Beautiful  assortment  of  neckwear. 

Very  attractive  values  in  men's  furs. 

Unusually  low  prices  on  atheletic 
goods. 

Unusual  opportunities  in  parlor  pieces. 

In    the    cloak    department    points    of 

merit. 

The    most    phenomenal    values    ever 

given. 

A  large  assortment  of  fancy  handker- 
chiefs. 

A  list  of  good  gift  suggestions  in 
furniture. 

Prices  the  lowest,  qualities  beyond 
question. 

The    particular    boot    for    particular 

women. 

Quality  costs  us  more,  but  it  holds  our 
trade. 

Greater  reductions  than  were  ever  be- 
fore offered. 

Women's  underwear  at  remarkable  re- 
ductions. 

Special  values  that  will  realize  your 
highest  expectations. 

Surprising  values. 
Incomparable  prices. 
Vigorous  price-cutting. 
Many  robust  bargains  here. 
Extraordinary  values  in  coats. 
Economies  in  the  clothing  corner. 
Price  magnets   from  the  millinery. 
Absolutely  without  equal  anywhere. 
Fancy  goods  to  be  almost  given  away. 
Perfect  goods — greatly  reduced  prices. 
Savings  for  you  in  gloves  and  hosiery. 
Price    attractions    among    the    fancy 
goods. 

The  best  possible  article— the  lowest 
possible  price. 

The  best  chance  of  the  year  to  save 
money  on  footwear. 

Babj-wear  offerings — absolutely  with- 
out equal  anywhere. 

Strong  enough  to  attract  a  liberal 
eight  o'clock  response  to  this  announce- 
ment— pay  you  to  be  here. 

Reductions  that  are  truly  remarkable 
for  extremeness. 

This  sale  of  undermuslins  brings  econ- 
omy  to  thousands. 

Extraordinary  price  cutting  to  reduce 
stock  at  once. 

Come  to  us  when  you  want  a  heaping 
money's  worth.  ^ 

RASES 


1! 


88 


JEWELRY    ADVERTISING 


JEWELRY    ADVERTISING 


1,: 


We  sweep  out  all  stocks  with  the  big 
broom  of  small  prices. 

The  big  half-price  sale  of  women's 
tailored   suits   swings  merrily  on. 

All  merchandise  must  be  sold  in  its 
season  regardless  of  consequences. 

It's  a  good  time  to  save  money  on 
kitchen  and  other  housekeeping  articles 
here. 

Enormous  savings  effected  for  home 
keepers    by   our   advance    purchases. 

The  most  popular  carpet  store  where 
low  prices  and  good  quality  reign  su- 
preme. 

In  taking  inventory  we  have  run  across 
hundreds  of  short  lengths,  and  even 
skirt  and  suit  patterns  of  broken  lines 
which  we  desire  to  clean  up  quickly  and 
have  just  cut  the  price  in  two. 

We've  completed  an  inventory  of  our 
stock  and  find  ourselves  possessed  of  a 
large  number  of  odd  pieces  which,  fol- 
lowing our  semi-annual  custom,  we  will 
dispose  of  by  a  clearance  sale  during 
January  at  prices  some  of  which  are  be- 
low cost,  and  others  most  liberal  re- 
ductions. The  articles  are  all  good,  each 
being  perfect  in  quality  and  construction. 

Meats   of   best   quality. 

Superlative  values  in  staples. 

A  money-saving  opportunity. 

Extremely  good  glove  values. 

Strong  price  magnets  in  the  millinery. 

A  hurry-up  clearance  in  women's  coats. 

Tempting  dollar  values  in  the  shoe 
section. 

Saturday  a  great  day  In  the  clothing 
corner. 

Chance  to  buy  a  beautiful,  luxurious 
fur  coat. 

Such  wonderful  bargains  have  never 
before  been  offered  elsewhere. 

Shoes  gain  your  confidence  by  their 
wearing  qualities  and  your  admiration  by 
their  refined  stvle. 

Wall  paper  aids  spring  cleaning. 

Spring  cleaning  suggests  wall  paper. 

House   cleaning?      Paper   your   walls. 

Decorate  your  home  this  spring. 

Beautiful,  inexpensive  wall  paper. 

Decorate  vour  home  at  low  cost. 

Do  your  walls  need  repapering? 

New  raiment  for  your  walls. 

House  cleaning?    You  need  wall  paper. 

To  clean  your  home  thoroughly  paper 
your  walls. 

A  clearance  of  fine  embroideries — odd- 
ments. 

Here  are  helps  for  housecleaning  and 
moving. 

Interesting  values  from  our  busy  staple 
section. 

The  big  muslin  underwear  sale  con- 
tinues unabated. 

Women's  sample  footwear  at  a  "  step 
lively"  price. 


Special  sale  of  an  imported  sample 
line  of  fancy  china. 

Special  attractive  prices  prevail 
throughout   this    exhibit. 

We  try  to  serve  you  best  and  ask  ycu 
to  judge  our  success. 

Mothers  shouldn't  miss  this  good  thing 
in  children's  dresses. 

Umbrella  bargains  to  impel  about 
everybody  to  buy  Friday. 

Styles  of  surpassing  excellence  in 
women's  and  misses'  apparel. 

Clipped  prices  and  the  highest  grades 
for  you. 

Clip  this  out  or  make  a  money-saving 
memo. 

Cheapness  in  prices  only — excellence 
in  qualities. 

Both  quality  and  price  here  appear  for 
your  patronage. 

Come  to  us  when  you  want  a  heap- 
ing money's  worth. 

*' Goodness"  is  an  adjective  that  well 
qualifies  this  article. 

A  daring  cut  in  prices  all  along  the 
line. 

At  these  prices  the  goods  will  go 
quickly. 

The  cream  of  trade  at  buttermilk 
prices. 

An  opportunity  worth  taking  advan- 
tage of. 

Broken  prices  on  tempting  goods  dur- 
ing this  sale. 

Buying  here  means  much  to  the  family 
exchequer. 

A  great  money's  worth  given  with  every 
purchase. 

Every  taste  and  every  purse  finds 
satisfaction  here. 

A  little  money  buys  a  lot  of  foot  com- 
fort here. 

New  spring  goods  are  revolutionizing 
the  store. 

Harvest  for  frugal,  economical  house- 
keepers. 

Meritorious  articles  priced  at  moderate 
figures. 

Remarkable  values  lend  interest  to  the 
new  hosier^'. 

Visit  us  at  your  early  convenience,  to 
your  advantage. 

Memoranda  can  be  made  from  this 
list  with  advantage. 

Sweeping  out  winter  caps  at  next-to 
nothing  prices. 

Bought  for  quick  selling  and  priced  to 
insure  that  result. 

Some  of  the  special  sales  now  in  prog- 
ress that  offer  great  savings. 

Paragraphs  that  are  meaty  with  the 
best  kind  of  trade  arguments. 

Be  warned  by  yesterday's  experience 
—profit  by  to-day's  opportunity. 

Dependable  qualities. 


89 


Friday's  furniture  favors. 
Bed  pillows  at  price  savings. 
Good  comforters  down  in  price. 
At  less  than  half  original  prices. 
Such  a  rattling  among  the  plates! 
Women's  gloves  marked  to  clear. 
Very  tempting  dress  goods  values. 
Great  money  saving  grocery  values. 
In  bedroom  suites  we  excel  greatly. 
Price  savings  on  rich  brilliant  pieces. 
At  absolutely  unprecedented  prices. 
A  noteworthy  clearance  in  wall  papers. 
'Iwo   money   savers    for   men   in    felt 
boots. 

Good    wearing   shoes.     Good    looking 
shoes. 

Exceptional  indeed  are  the  embroidery 
values. 

Brilliant  early  spring  showing  of  the 
most  favored  silks. 

An  extensive  representation  of  exclu- 
sive styles  specially  priced. 
.,  A  cut  in  cutlery. 

A    sensational    watch    offer. 

Heliable  kitchen  timekeepers. 

Profits  melted  away  in  staples. 

A  sixty-minute  ring  reduction. 

Marked  down  in  the  millinery. 

Dollars  in  the  drug  department. 

Surprise  values  in   fancy  goods. 

Here's  light  on  the  subj'ect  of  lamps. 

Remarkable  reductions  in  lustre  waists. 

A  clean  sweep  at  the  trimming  counter. 

Sweeping  out  day  in  household  hard- 
ware. 

Values  unsurpassed  in  pretty  wash 
goods. 

Thursday's  money  savers  in  the  china 
section. 

Broom  busy  among  initial  pins  and 
brooches. 

Look  at  these  pretty  waists  and  then 
at  the  prices. 

A  stiff  bargain  breeze  will  blow  these 
hats  out  of  the  store  in  no  time. 

Wholesale  slaughter  of  reliable  mer- 
chandise. 

Wet  weather-wearing  apparel  slashed 
in  price. 

Thrilling  reductions  in  hosiery  and  un- 
derwear. 

Surprisingly  beautiful  display  tempt- 
*"gly  priced. 

At  lowest  prices  consistent  with  jrood 
quality.  ** 

Important  reduction  sale  of  beautiful 
millinery. 

The  longer  you  wear  them  the  more 
you'll  like  them. 

Beautiful  collection  hemstitched  linen 
table  sets. 

Prices  cut  in  half  and  in  many  in- 
stances much  less. 

There  is  no  true  saving  where  quality 
is  not  considered. 


PHRASES 


PHRASES 


The  best  of  economy  to  anticipate 
your  clothing  needs. 

Marked-down  offerings  have  amazed 
Troy's  shrewdest  shoppers. 

Strongest  house  garment  values  in  the 
Western  Hemisphere. 

Most  brilliantly  beautiful  display  of 
the  world's  best  weavings. 

Its  marvelous  values  in  dress  goods 
have  taken  the  town  by  storm. 

Never  before  have  such  fine  furs  been 
sold  at  such  astonishing  prices. 

Prices  that  speak  wonderful  savings 
to  every  economical  shopper. 

The  most  unique  and  fascinating  dis- 
play and  price  demonstration  in  the 
history  of  white  goods  retailing  in  Mont- 
gomery. 

A  rare  chance  to  get  a  high-class 
piano  cheap. 

Remarkable  reductions  on  seasonable 
garments. 

Get  your  share  of  these  extraordinary 
offerings. 

Hundreds  of  splendid  money-saving 
opportunities. 

Special  underpricings  in  the  saving 
domestic  department. 

The  interest  grows  greater  and  bar- 
gains more  astonishing. 

All  low  price  marks  have  gone  to 
smash  in  this  terrific  price  cutting. 

Most  sensational  prices  that  give  you 
adequate   reason  to  purchase  now. 

It  is  the  broadest  and  L^st  sale  we 
ever  planned.  It  is  the  most  difficult 
sale  we  ever  worked  for. 

We  are  opposed  to  the  trust,  and  for 
that  reason  we  have  a  cash  system  and 
trust  no  one.  This  enables  us  to  retail 
our  goods  at  syndicate  prices. — Funk 
Bros.,  Ottumwa,  la. 

Business  trousers  tip-top  for  business 
wear,  "good  enough"  for  hitching  to  the 
Sunday  coat,  $:?.89  to  ^3.50.— Meigs  ^ 
Co.,  Springfield,  Mass. 

Slow  wear-outers,  but  quick  to  put  on. 
Men  appreciate  this  kind  of  footwear. 
It's  the  kind  they  call  for  again  and 
again.— Benger  ^-  Born,  Iventon,  O. 

We  shall  soon  count  our  money  and 
goods,  to  see  how  much  we're  worth  and 
what  progress  we've  made.  Hence  this 
January  Rummage  Sale — a  great  Pre- 
Inventory  movement  towards  a  quick 
clearance.  How  much  shall  we  value  this 
soiled  and  neglected  merchandise— two- 
thirds?  half?  We  don't  know.  But  if 
we  sell  it  to  you  at  a  bargain,  we  know 
we  can  count  the  money  accurately 
enough.  And  we  know  the  value  of 
good  will,  too.— The  liberal  discounts.— 
Schipper  ^  Block,  Peoria,  III, 


90 


JEWELRY    ADVERTISING 


I 


GENERAL  INTRODUCTIONS 


; 


Growth  is  the  watchword  of  the  Hecht 
stores.     It  has  been  the  policy  from  the 
beginning  to  ever  and  always  live  up  to 
the    ideal    of    "greatest    service    to    the 
greatest  number.  *     And  it  is  in  follow- 
ing out   these   lines  that  we   to-morrow 
mornmg  maugurate  the  new  department 
devoted  to  canned  goods  and  fancy  gro- 
ceries.   The  special  prices  we  have  made 
for  the  opening  day   have  never  had  a 
parallel.     We  wish  to  make  everyone  in 
Washington  acquainted  with  this  depart- 
ment, promising  the  saving  of  many  dol- 
lars—and not  only  that,  but  placing  be- 
fore them  another  evidence  of  the  lib- 
erality  that  has   made   this  business   so 
great— whether  your  purchases  are  made 
in  this  new  department  or  in  any  other 
of   the   half   hundred    departments,   you 
can  say  "charge  it,"  and  feel  that  your 
convenience  will  be  consulted  in  paying. 
^Uecht's,  Washington,  D.  C. 

Autumn's    newest    novelties    are   here, 
many  of  them— more  than  at  any  other 
three   Portland   stores— and   many   more 
are  coming  in  daily.    Too  early  for  for- 
mal openings!  but  none  too  soon  to  see 
myriads    of   the    world's    newest    things 
spread  out  over  four  vast  floors.     The 
liberal  early  buying  indicates  that  thou- 
sands not  only  prefer  to  choose   from 
early  offerings,  but  know  well  where  come 
they  must  for  the  choicest  of  the  season's 
novelties.     We  are  splendidly  ready  for 
the  early  buyer  who  prefers  to  come  in 
and    "shop    *round"   before   the    formal- 
ities of  the  grand  openings  next  week. 
Europe  and  America— yes,  and  parts  of 
Asia— have  contributed  their  best  prod- 
ucts, and  our   facilities   for  buying  and 
distributing    vast    quantities    of    worthy 
merchandise   insure  the  patrons  of  this 
store  the  advantage  of  exclusiveness,  as 
well  as  the  benefit  of  low  prices.— 0/d*, 

Wortman  «§f  King,  Portland,  Ore. 

We  do  all  the  planning  and  scheming 
for  you— we've  solved  all  little  problems 
that  stand  between  you  and  the  best  for 
the  least.  That's  why  we  can  say  to  you, 
come  and  buy  merchandise  here  of  un- 
questionable merit  as  low  as,  if  not  lower 
than  you  can  buy  goods  elsewhere  where 
the  guarantee  of  perfect  satisfaction  is 
lacking.  We  want  you  to  feel  at  all 
times  that  no  sale  is  considered  consum- 
mated here  until  you  are  thoroughly  sat- 
isfied.—Sini/)«o»  Crawford  Co.,  New 
York,  N.  Y. 


It  will  certainly  be  of  great  profit  to 
you  to  study  the  buying  advantages  this 
advertisement  offers,  because  we  can 
safely  say— and  the  items  prove  it— that 
at  no  store  have  been  gathered  such  a 
wonderful  array  of  bargains  for  your  im- 
mediate wants.— S»mp*on  Crawford  Co., 
yew  York,  N.  Y. 

The  best  advertising  we  have  is  the 
kindly  recommendation  of  our  friends. 
One  tells  another  and  we  witness  every 
day  the  power  of  that  influence.  You 
never  read  an  advertisement  of  poor 
clothing— strange,  too,  for  there's  more 
poor  than  good.  Ours  is  as  good  as  our 
best  energies,  ability,  knowledge  and  ex- 
perience can  get.— //a//  <^  Ilerrick, 
Springfield,  III.  ^, 

Keep   in  mind   the   facts   that   we  do 
not  admit  to  our   stocks   anything  that 
we    would    not    recommend.      That    our 
prices  are  the  lowest  that  could   possi- 
bly be  quoted  compatible  with  a  stand- 
ard of  merchandise  worthy  of  our  guar- 
antee.     That    if    you    buy    merchandise 
here    and    find    it    unsatisfactory    when 
you  get  home  you  may  return  it  at  once 
in    salable   condition    along   with    dupli- 
cate check  and  receive  your  money  back. 
Could  anything  be  more  fair  than  that? 
—Emery,  Bird,  Thayer  Co.,  Kansas  City, 
We  told  you  so !    The  rush  to  get  ready 
for  the  hot  weather  commenced  yester- 
day, and  no  mistake.     We  engaged  all 
the  extra  help  we  could  gather,  and  still 
the  throng  pressed   in.     Of   course   the 
character  of  the  goods  and  small  prices 
have  something  to  do  with  the  rush,  but 
spring  hung  her  banners  in  the  sky  and 
the  response  was  instant.    This  is  a  glad 
world  if  you  will  only  get  in  step.     The 
lilacs  in  their  dainty  purple  are  out  and 
the  laughing  dandelions  say  "  Cheer  up ! 
Cheer  up!"     This  is  the  merchandising 
mood  of  this  store,  and  you  will  find  it 
as  profitable  to  trade  here  as  it  is  pleas- 
ant.—J.   D.   Matthews'  Sons,  Brooklyn, 
With  the  opening  of  the  new   spring 
season  we  wish  to  thank  you  for  your  re- 
markably   generous    patronage    in    the 
past,   and  to  invite  you   to  inspect  our 
splendid  new  stock,  whether  you  buy  or 
not.    We  are  glad  to  welcome  you,  and 
feel  proud  that  through  so  many  years 
you  have  each  season  taken  our  word  on 
the  value  of  our  merchandise.     Trust  us 
once  more.    Our  word  is  as  pood  as  our 
hond.— Edward    Wren,  Springfield,   O. 


JEWELRY    ADVERTISING 


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GENERAL    INTRODUCTIONS 


Are  you  original  in  your  taste?  Then 
you  will  find  rich  gratification  in  a  se- 
lection of  wedding  presents  from  our 
suggestions,  which  specialize  distinctive- 
ness. Or  are  your  ideas  conventional? 
Equally,  then,  can  we  please  you  with 
that  conservatism  which  comes  from  our 
loyalty  to  artistic  truth  and  the  laws  of 
pure  beauty.  An  endless  demand  at  this 
time  for  wedding  presents  brings  out 
our  two-fold  resourcefulness,  and  you 
may  profit  by  it— Dart*  ^  Freeman, 
Atlanta,  Oa. 

Furnish  your  home  nicely  on  the  club 
plan.  You  may  just  as  well  start  in 
housekeeping  in  your  new  home  in  good 
style  as  to  do  it  stingily.  There  is  no 
need  of  half  furnishing  homes  so  long 
as  you  can  become  a  member  of  the 
Hahne  &  Co.  Household  Clubs.  Through 
this  club  plan  you  can  buy  furniture, 
carpets  and  draperies  just  as  easily  as 
you  now  arrange  to  buy  pianos,  sewing 
machines,  phonographs,  etc.  The  plan 
is  simple  'and  involves  no  embarrassing 
features  whatever,  and  makes  it  ex- 
tremely easy  for  people  of  ordinary  in- 
come to  buy  good  furnishings.  Select 
what  you  wish  from  our  splendid  stocks, 
buy  at  our  regular  low  prices  and  avoid 
the  extravagances  that  many  people  have 
been  guilty  of  in  trading  elsewhere  here- 
tofore in  order  to  secure  easy  terms.  Ask 
about  the  club  plan.  Any  salesman  on 
the  third  floor  will  give  you  particulars. — 
Hahne  ^  Co.,  Newark,  N.  J, 

The  time  of  the  year  is  now  here  when 
the  moving  van  is  in  demand.  And 
moving,  in  most  cases,  means  a  new  car- 
pet for  one  room,  a  new  rug  for  another, 
or  there  is  an  additional  room  to  be  fur- 
nished up.  Moving  time  also  suggests 
"  housecleaning '*  time;  and  the  thrifty 
housewife  finds  many  spots  which  need 
brightening  up;  many  pieces  which  need 
replacing.  Let  us  help  you.  The  largest 
stock  of  housefurnishings  in  the  city  is 
here  at  your  disposal;  everything  which 
goes  to  furnish  a  house  is  here  in  end- 
less variety;  whether  your  need  is  a 
kitchen  chair  or  a  range,  a  brass  bed 
or  a  refrigerator,  a  parlor  suit,  or  new 
lace  curtains  or  shades,  etc.  The  Stand- 
ard can  fill  your  needs  in  every  line  and 
in  all  qualities,  for  a  little  cash  and  a 
little-at-a-time.  —  Standard  Furn,  Co., 
Schenectady,  N.  Y. 

For  the  fair  girl  graduate.  W^e  have 
made  extensive  plans  for  our  young  la- 
dies who  are  to  graduate,  and,  appreci- 
ating the  importance  of  nice  costumes, 
are  showing  complete  assortments  of  ap- 
propriate materials,  beautifully  made 
gowns  and  dresses,  dress  accessories, 
shoes  and  slippers.    If  you  will  give  us  a 


few  minutes  of  your  valuable  time  we 
will  be  pleased  to  show  you  a  pleasing 
array,  bought  especially  to  help  you 
solve  a  difficult  problem.  These  hand- 
some gowns  and  dresses  were  made  espe- 
cially for  us  through  instructions  given 
our  New  York  representative.  They  are 
in  the  very  latest  styles  appropriate  for 
commencement  day  exercises;  the  ma- 
terials are  fine  and  exactly  right;  beau- 
tifully and  artistically  trimmed;  thirty- 
two  different  styles,  in  which  the  fol- 
lowing descriptions  are  mere  hints. — 
Louis  Einstein  ^  Co.,  Fresno,  Cal. 

Our  line  of  furniture,  carpets,  etc.,  is 
by  far  the  largest  and  most  up-to-date 
in  Northern  Utah.  W^e  believe  in  quick 
sales  and  reasonable  profit.  We  guar- 
antee our  prices  to  be  the  lowest  in  the 
city,  and  on  account  of  our  large  busi- 
ness you  will  always  find  new  goods  at 
our  store,  no  old  stock,  as  our  entire  line 
is  turned  over  several  times  during  the 
year.  Six  carloads  of  furniture  have  ar- 
rived  this  spring,  and  we  desire  you  to 
call  and  look  over  our  goods  when  you 
are  in  the  city,  whether  you  buy  or  not. — 
Lundstrom  Furniture  and  Carpet  Co., 
Logan,  Utah. 

Spring  fashions  blooming  in  charming 
profusion  at  Eaton's.  It  only  needed 
the  first  touch  of  that  magic  worker. 
Spring,  to  bring  about  a  condition  in  this 
store  for  which  we  had  made  ample 
preparation  to  accommodate.  Saturday 
every  department  devoted  to  Fashion  and 
spring  wearables  was  crowded.  A  tacit 
acknowledgment  and  recognition  of  the 
style  leadership  of  this  store,  and  which 
has  been  won  on  merit  alone.  Judging 
by  past  achievements  in  Fashion's  do- 
main, expectancy  prophesied  great  things 
at  the  Eaton  store  this  spring,  and  ex- 
pectancy has  not  been  disappointed.  To- 
day this  store  invites  to  a  display  of 
fashions  as  distinctive,  as  exclusive,  as 
irresistibly  charming  and  beautiful  as 
can  be  seen  anywhere.  More  lavish  dis- 
plays there  may  be,  but  none  that  have 
been  selected  with  greater  discrimination, 
or  in  more  thorough  attune  with  the 
tastes  of  a  refined  and  cultured  clien- 
tele than  this.— r^e  T.  Eaton  Co.,  Win- 
nipeg, Can, 

The  busiest  shopping  time  of  the  year 
is  here.  The  world  discovers  its  most 
imperative  wants  in  October  and  No- 
vember— particularly  when  the  cold  snajy 
gets  in  the  air.  A  great  portion  of  the 
people  of  this  community  bring  their 
wants  to  us.  First,  because  of  the  fact 
that  we  are  so  centrally  and  conveniently 
located.  Second,  because  our  stocks  are 
so  complete,  broad  and  satisfying — so  ex- 
haustive, and  so  fairly  priced. — Barie's, 
Saginaw,  Mich, 


GENERAL    INTRODUCTIONS 


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Fabulous  bargain  giving. — Wood  §; 
Ewer,  Bangor,  Me. 

A  page  full  of  newsy  store  news. — 
standard  Furniture  Co.,  Seattle,   Wash, 

Here  is  a  very  bright  ray  of  sunshine. 
— Sibley,  Lindsay  ^  Curr  Co.,  Rochester. 

Mighty  bargains  to  astound  the  most 
skeptical. — Globe  Clothing  Co.,  Balti- 
more, Md. 

The  tide  of  trade  flows  this  way. — 
Central  Clothing  Co.,  Lexington,  Ky. 

A  shake  up  in  domestics  that  drops 
many  a  bargain. — The  Edw.  Malley  Co., 
New  Haven,  Conn. 

The  thrifty  buyer  knows  that  the  Bee 
Hive  is  the  *'  money-saving  spot." — Roth 
Bros.,  West  Superior,  Wis, 

Cool  garments  for  summer  wear!  Wo- 
man or  man,  girl  or  boy.  We've  pre- 
pared for  your  comfort  during  the  siz- 
zling weather. — Menter,  Rosenbloom  ^ 
Co.,  Grand  Rapids,  Mich, 

Hello!  Are  you  going  oflF  for  the 
Fourth?  Got  everything  you  need  to 
give  yourself  a  good  send  oflf?  On  these 
vacation  davs  vou  are  sure  to  want  some 
of  the  hot  weather  bargains  we  offer  this 
week. — /.  W.  Adams  4*  Co.,  Buffalo. 

Full  steam  ahead !  This  business  moves 
ahead  on  the  parallel  lines  of  goodness 
and  cheapness.  It's  the  only  combination 
that's  at  all  effective  against  any  and 
all  competition. — R.  J.  Tooke,  Montreal, 

And  the  boy  got  stuck.  'Twas  a  pity. 
He  had  saved  up  and  bought  something 
at  one  of  the  stores  who  give  away  trad- 
ing stamps — oh,  of  course,  for  nothing. 
The  stamp  stores  went  up — (didn't  you 
see  it  in  the  papers?) — he  got  left.  He  said 
d — n  the  trading  stamps;  why  didn't  I 
heed  the  warning  of  the  Phil.  J.  Walsh 
Estate  and  get  my  goods  there?  They 
are  reliable.— P*i7  /.  Walsh  Estate,  Phil- 
adelphia, Pa. 

"Satisfaction  guaranteed  or  money 
promptly  refunded."  That  is  the  princi- 
ple that  has  built  this  business  and 
established  this  store  in  the  confidence  of 
the  buying  public.  We  satisfy  our  cus- 
tomers, no  matter  what  the  cost,  nor  how 
much  the  trouble.  The  matchless  values 
■which  we  are  constantly  offering,  the  ef- 
ficient service  that  we  place  at  your  dis- 
posal, the  liberal  assortments  that  we 
lay  before  you,  are  all  important  factors 
in  our  success.  Still,  none  is  of  such 
great  importance  as  the  fact  that  we 
guarantee  you  satisfaction,  or  failing  in 
that,  which  is  exceedingly  rare,  we  re- 
fund your  money  without  quibWe  or 
delav. — Rothenberg  §•  Co.,  New  York 
City, 


Among  the  chief  factors  in  the  great 
success  of  this  clothing  business  is  our 
constant  watchfulness,  in  season  and  out, 
for  special  values.  There  are  frequent 
opportunities  open  to  the  progressive 
merchant  to  secure  good  under-priced 
lots  for  his  customers — though  few  have 
as  extensive  relations  with  manufacturers 
as  we  have.  Clothiers  whose  outlet  is 
not  large  can't  take  advantage  of  such 
offers,  and  others  fear  to  take  extraord- 
inary values  in  mid-season  because  they 
have  goods  of  the  same  class  in  stock  at 
regular  prices.  But  we  are  out  of  that 
rut.  Whatever  good  thing  comes  along, 
our  customers  benefit  by  it. — Strawbridge 
^  Clothier,  Philadelphia,  Pa. 

New  goods  are  arriving  rapidly.  Our 
store  is  nearing  completion  and  we  must 
get  rid  of  every  winter  garment  in  the 
house.  We  have  therefore  not  taken  the 
cost  into  consideration  but  have  marked 
every  garment  down  to  a  ridiculously  low 
figure.  These  are  all  goods  from .  our 
high  class  stock  and  priced  regardless  of 
cost.  This  is  an  opportunity  for  a  sav- 
ing woman  to  get  garments  that  she  can 
have  for  immediate  wear  and  the  early 
part  of  spring  for  about  half  to  two- 
thirds  what  she  would  have  to  pay  ordi- 
narily.— Israel's,  San  Bernardino,  Cal. 

Do  people  like  to  be  humbugged?  Some 
stores  evidently  think  so — we  don't.  We 
might  explode  a  lot  of  strong  language 
in  this  ad.  and,  perhaps,  attract  more 
attention,  like  a  small  boy  with  a  fire- 
cracker, and  draw  a  larger  crowd.  We 
choose,  however,  to  tell  the  simple  truth 
in  our  own  plain  way,  because  we  seek 
your  confidence  as  well  as  your  atten- 
tion.— The    Fashion  Annex,  Bangor,  Me. 

Dress  news  from  an  authoritative 
store.  The  interesting  problem  of  cor- 
rect dress  is  not  solved  by  a  bankful  of 
money  and  a  free-for-all  market,  else 
anybody  with  a  checkbook  could  estab- 
lish and  maintain  a  store  on  the  same 
high  plane  of  excellence  to  which  this 
store  has  risen — from  a  small  beginning, 
to  its  present  status  of  acknowledged 
dependability.  —  Younker  Bros.,  Des 
Moines,  Iowa, 

But  we  believe  we  can  do  it.  We  are 
quite  sure  that  by  July  1st  more  mer- 
chandise will  have  gone  out  of  this  store 
than  there  ever  did  before  at  this  time 
of  the  year.  And  you  will  likely  begin  to 
think  so,  too,  when  you  learn  how  we 
have  determined  and  planned  to  bring 
this  about.  The  goods  must  be  sold. 
The  secret  of  how  to  do  it — and  it  is  an 
open  secret — is  to  make  the  prices  very 
\ow.— Emery,  Bird,  Thayer  ^  Co,,  Kan- 
sas  City,  Mo. 


If  the  store-keeping  policy  of  this 
great  quasi-public  enterprise  were  to  be 
summed  up  in  a  matter  of  a  dozen  words, 
those  dozen  words  would  be  "  Our  motto 
is  not  *  make  a  sale,'  but  make  a  cus- 
tomer."— Bloomingdales,  New  York, 

Be  Healthy,  Wealthy  and  Wise.— Is 
there  anything  more  desirable  than 
health,  wealth  and  wisdom?  Nothing, 
you  will  say,  I  am  sure.  And  one  seems 
incomplete  without  the  other.  Take  away 
any  one  and  content  and  satisfaction  go 
with  it.  Without  HEALTH,  which  is 
first  and  most  important,  and  upon 
which  wealth  and  wisdom  hinge,  life  is  a 
miserable  drag  and  one  can  accomplish 
very  little.  Without  wealth  one  can  not 
do  half  the  good  he  would  like  to  do. 
Without  wisdom  life  is  very  unsatisfac- 
tory. Food  has  much  bearing  on  all 
three,  particularly  health.  If  you  eat 
pure,  wholesome  food,  such  as  I  sell, 
you  will  have  good  health,  which  will  give 
you  ambition  and  energy  to  accumulate 
wealth.  Then  will  follow  wisdom,  for  a 
sound  body  and  a  full  purse  will  produce 
a  clear  mind.  You  can  attain  these  three 
graces  by  buying  your  groceries  at  my 
store.  I  guarantee  perfect  satisfaction 
of  all  my  goods  and  also  a  saving  of  25 
per  cent,  on  every  dollar  spent  here.  Read 
the  following  prices  for  goods  which  will 
most  assuredly  make  you  Healthy, 
Wealthy  and  Wise.— /S.  B,  Charters, 
Pittsburg,  Pa. 

Specials  for  Mrs.  Monday  Buyer. — 
Each  item  is  a  special  value.  Each  price 
is  a  special  price.  They  are  features  in 
Men's  and  Boys*  wardrobery  that  the 
"better  half"  can  be  commissioned  to 
buy  for  you.  She'll  know  what  positive 
bargains  they  are  even  better  than  you 
will. — Salss  ^  Company,  Indianapolis, 

The  Store  That  Has  the  Goods.— Take 
any  of  the  departments  in  this  advertise- 
ment. Each  affords  a  greater  selection 
than  any  other  store  can  show.  Many  of 
the  prices  quoted  are  matchless,  the  re- 
sults of  our  unequaled  facilities  for 
buying.  Note  the  bargain  prices,  the 
extraordinary  variety  and  the  wide  range 
of  qualities.  No  trash,  no  junk,  no  trad- 
ing stamps,  only  merchandise  worthy  of 
the  name,  in  variety  to  suit  all  wants. — 
Adam,  Meldrum  ^  Anderson  Co.,  Buf- 
falo, N.  Y. 

Our  sales  need  no  particular  introduc- 
tion to  the  people  of  Schenectady  nor 
no  fine  strung  arguments  to  exploit  their 
merits.  Every  person  who  has  attended 
one  of  them  well  knows  the  nature  and 
character  of  the  offerings.  They  are  the 
kind  that  are  calculated  to  awaken  the 
interest    and     enthusiasm    and     buying 


spirit  of  the  most  disinterested  and  un- 
concerned. They  are  the  kind  that  bring 
savings  to  all  those  who  partake  of  them. 
All  sorts  of  goods  are  embraced,  as  ev- 
ery department  in  the  store  is  repre- 
sented.— The  Fair,  Schenectady,  N,  Y, 

Invincible  values. — The  Palace  Cloth- 
ing House,  Minneapolis,  Minn, 

Buy  as  many  as  you  w^ant;  no  restric- 
tions at  our  sales. — MacDonneWs,  Bos- 
ton, Mass, 

Over  five  acres  of  goods  to  capture 
your  fancy — at  prices  bound  to  capture 
your  trade. — Amos  H,  Van  Horn,  New- 
ard,  N.  J, 

Satisfying  the  Individual  !  That  is 
the  strength  of  the  Model  and  the  secret 
of  its  remarkable  success. — The  Model, 
Kansas  City,  Mo. 

We  do  not  skimp  the  quality  so  as  to 
bring  the  price  down,  or  to  make  a  big- 
ger profit.  We  believe  that  our  cus- 
tomers prefer  a  good  article,  and  we 
always  see  that  they  get  it. — Stewart, 
Dawson  ^  Co.,  Sydney,  N.  S.  W. 

Runs  Like  a  Clock. — What  does? 
Our  delivery  wagon.  We  call  with 
goods  at  stated  times  and  don't  vary 
from  the  schedule.  You  receive  orders 
on  time.  We  use  the  best  flour  in  our 
pies,  cakes,  etc. — R,  Wild,  Parkersburg. 

Two  Things  That  Have  Made  Spear 
Famous. — The  first  is  honest  value  and 
superior  quality  of  merchandise.  Peo- 
ple who  buy  from  Spear  are  never  dis- 
appointed in  their  purchases.  The  sec- 
ond thing  is  a  liberality  in  giving  credit 
that  no  other  store  ever  possessed  the 
courage  or  confidence  to  imitate.  At 
Spear's  credit  is  absolutely  free  to 
everybody. — Spear  ^  Co.,  Pittsburg,  Pa. 

Candor! — ^When  the  ad  man  started 
to  write  the  store  news,  his  instructions 
were  to  avoid  all  that  is  sensational — 
use  no  high-sounding  adjectives — state 
the  facts  and  don't  brag.  It's  diflBcult, 
indeed,  to  refrain  from  bragging  about 
our  brilliant  opening — the  majestic  ap- 
pearance of  the  store — the  splendid  ar- 
rangements for  the  convenience  of  shop- 
pers— the  quick  service  and  the  many  ex- 
pressions of  gratification  and  satisfaction 
so  frequently  heard.  But  the  ad  man 
must  obey  instructions — so  simply  says 
to  those  who  have  not  as  yet  visited  the 
new  and  greater  A.  Schradzki  Co.  to 
come  prepared  to  see  the  most  magnifi- 
cently arranged  store  in  all  Peoria, 
stocked  with  mountains  of  choice,  de- 
pendable, "new  and  fresh"  clothing,  hats 
and  furnishings  at  the  lowest  prices  ob- 
tainable anywhere. — A.  Schradzki  Co., 
Peoria,  III. 


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If  you  have  money  to  spend,  prepare 
to  spend  it  now!— M.  Strasburger, 
Washington,  D.  C. 

This  store  news  is  good  news  to  those 
with  little  money  to  spare,  and  still  bet- 
ter news  to  those  with  plenty  of  money 
to  spend.  We  are  pushing  winter  goods 
as  hard  as  the  power  of  low  prices  can 
drive  them.  If  you  read  this  carefully 
and  then  come  and  look  you  will  under- 
stand the  situation  better  than  we  can 
tell  it— Gilmore  ^  O'Keefe,  Jersey  City. 

Many  and  varied  attractions.  Each 
an  unusual  and  unmistakable  opportun- 
ity. First,  what's  left  of  our  stock  of 
winter  things.  Secondly,  the  surplus 
stocks  of  some  of  our  best  manufac- 
turers. Added  to  this,  some  spring 
styles  that  have  done  their  duty  as 
samples,  from  which  the  best  merchants 
in  the  countrj'  have  placed  their  orders; 
and  you  have  the  source  of  to-morrow's 
attractions.  When  one  says  half  price, 
it  usually  is  sufficient  inducement;  but 
to-morrow,  one-third  of  the  original 
price  is  more  often  the  rule  than  the 
exception.— T*e  Huh,  Baltimore,  Md. — 
Feb.  8,  1903. 

Take  'Em  Away!— All  winter  goods 
sacrificed  at  half  value  and  even  less 
than  half  value.  These  goods  would  not 
be  worth  much  to  us  if  we  had  to  carry 
them  over  to  next  season;  styles  change, 
they  get  shop  worn,  occupy  valuable 
space  for  nearly  a  year,  and,  besides, 
the  money  we  realize  on  them  now  we 
can  re-invest  in  other  seasonable  mer- 
chandise, and  turn  this  three  o:  four 
times,  giving  us  about  four  profits  dur- 
ing the  time  that  the  winter  goods 
would  lie  dormant  on  our  shelves.  We 
consider  whatever  we  realize  out  of  this 
stock  now  almost  clear  gain. — Stern's, 
St.  Paul,  Minn. 

Good  things  to  test  us  by. — Palmer's 
Viaduct  Pharmacy,  Atlanta,  Oa. 

The  economy  sign  is  out. — Chamber" 
Un-Johnson-Du  Bose  Co.,  Atlanta,  Oa. 

We'll  make  things  interesting  for 
shrewd  buyers  all  this  month. — Dick's, 
New  Bedford,  Mass. 

Going  to  take  stock!  It's  the  signal 
of  a  general  markdown  in  prices,  and 
the  forerunner  of  the  greatest  money 
saving  bargains  ever  offered  in  Boston, 
— Wolf's,  Boston,  Mass. 

Last  Chance  Before  Stock  Taking!— 
Big  and  little  lots  tumble  pell  mell  over 
each  other  for  your  attention.  A  mere 
handful  is  all  we  can  mention  here.  You 
must  get  your  ideas  from  them. — S. 
Kann,  Sons' ^  Co.,  Baltimore,  Md.—Jan. 
11,  1903. 


Below  Zero  Things  for  Everybody.— 
Alaska  atmosphere  makes  one  hunt 
warm  wear  of  every  kind— warm  head 
wear,  warm  body  wear,  the  very  best  of 
cold  weather  wear  here  from  medium 
grades  to  finest  make. — Joseph  Home 
Co.,  Pittsburg,  Pa. 

Stock  has  ben  taken;  every  single 
thing  from  basement  to  top  floor  has 
been  counted. 

Sharp  eyes  and  prying  fingers  have 
brought  to  the  light  many  articles  that 
should  have  left  the  store  before  this. 
The  men  who  buy  for  the  store  have 
made  mistakes  in  judging  your  taste  or 
the  quantities  you'd  use — those  mistakes 
come  to  the  front  now. 

And  so  there  is  rummage. 

Into  the  rummage  every  such  thing 
will  go.  To  it  there'll  be  tacked  a  little 
price  that'll  send  it  flying. 

Now  for  Rummage.— All  the  week 
the  store  has  been  getting  ready  for  the 
business  of  the  coming  six  months. 

Will  you  come  and  rummage?  It'll  be 
great  fun  as  well  as  full  of  profit. — 
The  Rowland  Dry  Goods  Company, 
Bridgeport,  Conn.—Jan.  30,  1903. 

Before  taking  stock,  which  is  gener- 
ally between  the  1st  and  the  10th  of  Jan- 
uary, we  have  decided  to  wait  two  weeks 
and  give  the  people  of  Baltimore  and 
vicinity  a  chance  to  buy  the  best  manu- 
factured clothing  at  the  lowest  prices 
that  were  ever  offered  by  any  clothing 
manufacturer. — Max  Weinberg  ^  Co., 
Baltimore,  Md.^Jan.  10,  1903. 

Semi-Annual  Clearance  Still  Contin- 
ues! Why  put  off  your  buying  until 
later  when  you  have  about  decided  what 
is  needed  to  add  to  the  beauty  and  com- 
fort of  your  home.  Make  your  selec- 
tion now  and  let  us  store  it  for  you 
until  you  are  ready  for  it.— Af.  Megary 
^  Son,  Wilmington,  Del.— Jan.  21,  1903. 

The  fountain  runs  day  and  night— all 
through  the  year — it  ought  to  be  the 
coolest  water  in  town. 

And  a  fountain  on  the  outside  of  the 
door  furnishes  refreshment  to  passers- 
by. 

Then  there's  the  soda  fountain— every- 
thing pure,  fresh  and  clean. — Schipper 
^  Block,  Peoria,  III. 

Want  You  to  Look  at  These.— We'd 
like  to  emphasize  the  good  values  that 
are  spread  before  you,  but  all  we  might 
say  would  not  do  a  whit  as  much  as  a 
glance  at  the  goods  themselves.  Seldom 
you  find  such  values,  and  when  you  do 
it's  always  at  the  *'Big  Dependable 
Store"— the  store  that  taught  you  the 
real  values. — Tacoma,   Wash. 


JEWELRY    ADVERTISING 


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GENERAL    INTRODUCTIONS 


A  store  that  has  your  confidence 
doesn't  ask  you  to  compare  things.  It 
would  be  like  asking  you  to  prove  that  it 
tells  the  truth.— Schipper  ^  Block,  Peoria 

Notwithstanding  that  they  say  a 
"bushel  of  mud  comes  with  every  dia- 
mond," we  undertake  to  give  genuine 
bargains  in  these  days  of  exaggeration. 
If  our  goods  are  not  exactly  as  repre- 
sented you  get  your  money  back — that's 
the  test !— (Scro^r^ie,  Montreal,  Can. 

Macy's  is  the  original  department 
store.  For  forty-six  years  we  have  held 
leadership  b>'  selling  the  best  qualities  at 
the  lowest  prices.  It  is  only  since  get- 
ting into  our  new  building — the  largest 
in  the  world  devoted  to  retailing— that 
we've  been  able  to  do  justice  all  around 
— to  you,  to  ourselves,  our  merchandise 
and  our  methods.— i2.  H.  Macy  Sj:  Co., 
New  York. 

Impelled  by  a  natural  feeling  of  grat- 
itude for  the  privilege  of  passing  another 
milestone  on  our  march  towards  the  goal 
of  well  earned  success  and  a  desire  to 
demonstrate,  on  this  occasion,  our  long 
established  record  of  supremacy  in  value 
giving,  we  have  gathered  together  a 
mighty  host  of  bargains  from  every  floor 
and  every  department  in  this  great  store. 
It  is  only  once  in  a  year  -during  the 
celebration  of  our  anniversary — that  we 
feel  like  throwing  away  common  business 
prudence  and,  swayed  by  enthusiasm, 
make  a  bonfire  of  an  entire  day's  profits 
for  the  benefit  of  a  large,  faithful  and 
ever  increasing  list  of  patrons. — The  Pal- 
ace, Spokane,  Wash. 

Two  Beautiful  Window  Displays.— Our 
windows  to-day  speak  more  eloquently  of 
the  magnificence  of  our  furniture  and 
draperies  than  a  page  of  type  talk 
could.  The  north  window  shows  a  dining 
room  furnished  as  richly  as  a  king  could 
desire — massive  pieces  of  mahogany,  ex- 
quisitely carved — a  thousand  dollar  set 
The  south  window  is  fitted  up  as  a  living 
room,  with  the  newest  designs  in  fumed 
oak  furniture,  upholstered  in  Spanish 
leather.  The  elegant  draperies  and 
rugs,  too,  are  from  our  own  enormous 
stocks. — Los  Angeles  Furniture  Com- 
pany, Los  Angeles,  Cal. 

We  have  had  our  general  opening  for 
fall.  Now  we  want  to  have  a  Metropol- 
itan Opening.  We  want  to  concentrate 
the  attention  of  our  city  friends  upon 
the  display  of  high  fashion  we  have 
brought  to  the  store.  When  we  say 
Canadian  and  Metropolitan  Fashion,  it 
virtually  means  Cosmopolitan  Fashion, 
for  we  have  brought  the  exact  gowns, 
cloaks  and  hats  from  Paris,  Vienna, 
London  and  New  York  without  modifi- 


cation of  any  kind.  Toronto  is  the  me- 
tropolis of  Canada.  This  store  takes  a 
pride  in  bringing  the  beauty  of  feminine 
dress  in  this  city  to  a  point  perfectly  on 
par  with  the  great  cities  of  Europe  and 
the  States. — Simpson,  Toronto,  Can. 

Almost  every  nook  and  corner  of  this 
splendid  spacious  store  bristles  with 
bright  new  merchandise  that  active  selling 
has  reduced  to  a  point  where  it  becomes 
more  profitable  to  clear  at  some  price 
or  other  rather  than  hold.  Counter  space 
and  fixture  room  feel  the  pressure  of  in- 
coming goods  too  much  to  permit  broken 
lots  to  lag  superfluous — that's  why  so 
many  splendid  money-saving  chances  are 
in  evidence  for  to-morrow. — W  .A.  Mur- 
ray ^  Co.,  Toronto,  Ont. 

A  prominent  publisher  once  said  that 
a  book  would  need  no  preface  if  the  title 
was  sufl5ciently  suggestive  of  its  con- 
tents. The  same  may  be  applied  to  an 
advertisement.  It  requires  no  long  drawn- 
out  introduction  if  back  of  it  there  is 
merit  certain  and  positive.  Back  of 
this  announcement  and  behind  all  that 
emanate  from  John  A.  Roberts  &  Co.'s 
is  just  that  kind  of  merit.  The  merchan- 
dise they  tell  of  is  new,  worthful  and 
superlatively  good. — John  A.  Roberts  4' 
Co.,  Utica,  N.  Y. 

Noteworthy  bargains  in  trustworthy 
merchandise. — Campbell's,  Pittsburg,  Pa. 

Tremendous  big  bargains.  —  Hayes, 
Wellborn  ^'  Baker,  Atlanta,  Oa. 

Bargains  that  savor  of  unusualness. — 
McCurdy  ^  Norwell  Co.,  Rochester. 

Tempting  attractiveness  to  visitors  to 
this  notable  bargain  center.  —  Wana- 
maker's,  Philadelphia,  Pa. 

Handsome  Waists  of  Lace  and  of  Si!k. 
— Get  a  glimpse  of  their  clever  effective- 
ness from  the  window  displays.  Then 
you'll  want  a  closer  acquaintance  than  a 
look  through  glass  can  give  you.  Aside 
from  their  general  excellence  there  are 
little  points  and  big  points  of  superiority 
about  these  waists  that  will  repay  you  for 
a  close  inspection.  Niceties  of  finish 
that  particular  women  appreciate.  Ex- 
clusiveness  of  styles  that  dressy  women 
delight  in. — Fourquereau,  Temple  4*  Co., 
Richmond,   Va. 

Bold  little  bargains.— fl^a/«'*,  Los  An- 
geles, Cal. 

Boyer's  bunch  of  bargains. — Boyer's, 
Scranton,  Pa, 

Hot  bargains  for  hot  weather. — Cow- 
ley 8(  Holmboe,  Crookston,  Minn. 

Cyclonic  reductions  strike  all  depart- 
ments.—T^e  Paris  Millinery  Co.,  Salt 
Lake  City,  Utah. 


GENERAL    INTRODUCTIONS 


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The  difference  between  a  legitimate 
bargain  and  the  imitation  is  as  radical 
as  the  difference  between  vice  and  virtue. 
— Douthett  ^  Graham,  Youngstown,  O. 

A  poor  article  is  no  bargain  at  any 
price. — Sterling  Cash  Grocery  Co,,  Jlun- 
cie,  Ind. 

Any  store  can  put  big  stories  into  the 
papers,  but  no  firm  can  show  you  the 
styles  nor  save  you  the  money  we  can. 
Don't  take  our  word  for  it.  Compare 
our  goods  and  prices  with  those  else- 
where, then  be  your  own  judge. — Shan- 
non's, Columbus,  Ohio. 

Use  Jacob's  stock  as  a  measure  stick. 
Using  our  stock  as  a  measure  stick  with 
which  to  measure  any  other  stock  in  the 
country  and  you'll  find  two  things — they 
will  fall  short  in  variety  and  complete- 
ness and  in  prices  article  by  article. — 
Jacob's  Pharmacy,  Atlanta,  Ga. 

It's  our  intention  that  every  customer 
shall  receive  full  value  for  every  dollar 
spent  under  this  roof  for  furniture,  car- 
pets and  housefurnishings.  We  value 
the  enduring  appreciation  of  those  who 
transact  business  with  us.  We  sell  good 
reliable  goods  at  just  and  honest  prices. 
An  examination  of  our  stock  will  readily 
prove  this. — French  ^  Bassett,  Diiluth. 

Get  divorced. — We  know  a  man  will 
stand  a  lot  from  his  wife  before  di- 
vorcing her,  and  he  often  stands  a  lot  of 
bad  treatment  from  his  favorite  store 
before  divorcing  himself.  There  is  a 
regular  Dakota  divorce  business  going 
on  here.  We  are  winning  many  old  time, 
staunch  customers  from  other  stores.  We 
make  the  change  easy.  We  give  more 
value,  more  courtesy,  more  change.— 
Frank  N.  Simmons  Co.,  Cincinnati,  O. 

Character  in  Commerce. — The  worth  of 
a  store,  as  of  a  man,  depends  on  char- 
acter. The  growth  of  the  "  S.  &  M." 
store  proclaims  its  character.  Growth 
is  the  sign-manual  of  health.  Only  the 
healthy  seed  and  the  well-nourished  shoot 
produce  the  strong  plant. 

The  essence  of  commercial  health  is 
fair  dealing.  Commercial  growth  is  nour- 
ished only  by  intelligent  management  and 
enterprise.  Years  of  commercial  health 
— honest  dealing  in  the  best  goods  at 
the  fairest  prices — have  given  the  '*  S.  & 
M."  store  its  sound  constitution;  its  giant 
stature  has  been  attained  by  alert  en- 
terprise and  intelligent  direction.— 
Schlesinger  ^  Meyer,  Chicago,  III. 

With  us  every  day  is  market  day.  We 
don't  set  aside  certain  days  to  give 
bargains.  Every  day  you  will  find  our 
prices  decidedly  lower  than  any  other 
stf"  in  the  city.     This  may  be  pretty 


strong  argument  but  we  stand  ready 
to  back  every  assertion  we  make,  be  it 
ever  so  strong.  A  comparison  of  qual- 
ity and  price  is  the  only  way  to  convince 
yourself.— Cramer  ^-  Rogers,  Trenton. 

Upheld  by  quality.— JA*  May  Co., 
Cleveland,  Ohio, 

Values  that  overtop  them  all. — The 
Palace,  Spokane,  Wash. 

Great  strenuous  September  sale. — 
Euwer's,  Youngstown,  Ohio. 

Snap-shots  at  autumn  attractions. — 
Goldsmith's  Bazaar,  Scranton,  Pa. 

Of  interest  to  men  of  an  economical 
turn.— Dmiim,   Taft  cj-  Co.,  Columbus,  O. 

Attention-compelling  values.  —  The 
Broadway  Department  Store,  Los  An- 
geles, Cal. 

Hitch  the  dollar  to  a  bigger  load  than 
it  ever  pulled  before. — Sewman's, 
Brooklyn,  y.   Y.  ^ 

Choice  opportunities  for  the  belated 
buyer. — Adam,Meldrum  ij*  Anderson  Co., 
Bufalo,  y.  Y. 

The  money-wise  will  need  no  second 
bidding  to  avail  themselves  of  the  many 
extraordinary  values  this  Fridav's  weed- 
ing-out  process  brings. — Goldenberg's, 
Washington,  D.  C. 

This  store's  reputation  has  been  built 
upon  the  goodness  and  cheapness  of  the 
merchandise  it  sells.  It's  the  honest 
policy  of  this  establishment  that  attracts 
people  here — and  induces  them  to  come 
back. — Rosenbaum  Co.,  Pittsburg,  Pa. 

August  attractions  in  the  under-price 
store. — There's  no  August  apathy  al)out 
the  happenings  in  the  Under-price  Store. 
The  stream  of  midsummer  merchandise 
flows  through  it  in  a  broad,  deep  tide. 
You  can't  help  being  swept  along  by 
the  current,  in  the  direction  of  economy 
and  satisfaction. — Wanamaker^s,  New 
York.  J 

A  pleased  customer  is  a  good  adver- 
tiser.— J.  P.  Cronin,  Binghamton,  y,   Y. 

That's  the  word  that  charms;  exclu- 
sive.— The  Wanamaker  Store,  Philadel- 
phia, Pa. 

You  are  always  welcome  here,  and  you 
are  never  importuned  to  buy.— Gable  «J- 
Co.,  Altoona,  Pa. 

We  can  give  you  just  as  much  satis- 
faction as  our  old  customers  have  been 
getting  these  many  years. — Combs  Lum- 
ber Company,  Lexington,  Ky. 

Quality  never  loses  its  charm.  A  well 
made  garment  is  a  constant  source  of 
pleasure — a  poorly  made  one,  one  of  con- 
stant regret. — Jas.  Boyd,  Denison, 


JEWELRY    ADVERTISING 


97 


PRICES 

We  always  suspect  that  certain  people,  in  paying  the 
price  of  success,  manage  somehow  to  work  in  the  short 
change  racket. — Puck, 


Unprecedented  prices. — Mandel  Broth- 
§rs,  Chicago,  III. 

Price  cuttings  that  seem  almost  fabu- 
lous!— E.  S.  Brown  Company,  Fall 
River,  Mass, 

Daniel  peerless  pant  prices. — H,  ^  D. 
Daniel,  Hartford,  Conn, 

Hot  prices  for  cold  weather. — Maas- 
Tussup  Grocery  Co.,  Galveston,  Tex. 

Money  saving  prices. — G.  G.  Pyle, 
Johnstown,  Pa, 

Prices  cut  to  a  point  where  buying  is 
irresistible. — H.  Eilerman  ^  Sons,  Min- 
neapolis, Minn, 

February  prices. — Louis  Beck,  Lan- 
fing,  Mich. 

Price  surprises. — Brown,  Thompson  ^ 
Co.,  Hartford,  Conn. 

Prices  sharply  reduced. — Rothenberg 
^  Co.,  New  York. 

Pre-invcntory  clearing  up  prices. — 
The  Chas.  R.  Hart  Co.,  Hartford,  Conn. 

Midwinter  price  wonders. — H,  ^  G, 
Daniel,  Hartford,  Conn, 

Modest  and  right  prices  rule  here. — 
A.  Schradzki  Co.,  Peoria,  III. 

Prices  cut  to  pieces. — Boyle  Hardware 
Co.,  OgUen,   Utah. 

Very  tempting  prices. — Willis  A.  Gates 
Co.,  Portland,  Me, 

End  of  the  week  prices. — Crawford's, 
St.  Louis,  Mo. 

An  entire  week  of  price  slashing. — 
The  B.  4:  O'Gann,  Pueblo,  Col. 

We've  lost  the  exact  rule  for  measur- 
ing price  reduction,  but  we  know  that 
this  is  the  deepest  gash  into  figures  we've 
attempted. — The  Leader,  Minneapolis. 

Prices  chopped  in  two. — The  Day  Car- 
pet Sj;  Furniture  Co.,  Peoria,  III. 

Radical  price  reduction  to  insure  quick 
reduction  of  overplused  stock. — Carson, 
Pirie,  Scott  ^  Co.,  Chicago,  III. 

Maximum  of  quality  for  the  minimum 
of  prices! — Duf  ^  Repp  Furniture  Co., 
Kansas  City,  Mo. 

Marked  concessions  in  price. — Lyon  ^ 
Healy,  Chicago,  III. 

Prices  shattered  and  shivered. — Hart- 


man  Furniture  and  Carpet  Co.,  Louis- 
ville, Ky. 

Ever  find  a  $10  bill?  Well,  that's  just 
what  this  sale  is  like.  At  the  prices  we 
offer  these  suits  and  cloaks,  it  is  just 
as  good  as  finding  half  the  purchase 
price  in  the  pockets  of  the  garments. — 
The  Bee  Hive,   Kansas  City,  Mo. 

Long  coats,  short  prices. — C.  E.  Long- 
ley  Co.,  New  Haven,  Conn. 

January  prices. — The  Plymouth  Cloth- 
ing House,  Minneapolis,  Minn. 

Prices  take  a  tumble. — J,  A,  Jones's, 
Alliance,  O. 

Prices  beckon  to  you  thus: — Romer, 
Locell  ^  Co.,  Bay  City,  Mich. 

We  have  turned  prices  topsy  turvy  on 
everything. — A.  S.  Berry,  Ottawa,  III. 

Plain  Prices. — All  the  ornaments 
knocked  off  the  prices!  We  have  been 
in  business  just  six  months.  W>  have 
done  well,  better  than  we  expected.  For 
two  weeks,  plain,  very  plain,  prices  will 
be  the  rule.  Plain  cards  in  black  and 
while  prices  to  start  with,  plain  reduc- 
tions, plain  values,  plain  evidences  that 
our  first  semi-annual  effort  is  going  to 
mean  money  to  you. — Empire  Furniture 
Store,  Schenectady,  y.  Y. 

Save  Your  Money  on  the  Spot,  Take 
Your  Saving  Home  with  You,  and  Spend 
It  Where  You  Please. — There  is  no  string 
tied  to  The  Fair's  prices,  no  come-backs, 
no  further  reckonings.  In  plain  figures, 
our  prices  tell  the  story  of  real  economy. 
When  you've  bought,  you're  through, 
and  can  spend  your  savings  for  what 
you  choose. — The  Fair,  Chicago,  III. 

Prices  are  quick  sellers. — y.  Y.  Mail 
Order  Store,  y.  Y. 

Prices  all  cut  to  pieces. — Ilten  Bros, 
«|-  Taege,  Cedar  Rapids,  Iowa. 

These  prices  are  a  rare  treat. — W.  F, 
Shelton,  Jr.,  Kennett,  Mo. 

One  thing  is  better  than  our  prices— 
our    quality. — E.    M.   Austin,   Litchfield, 

Disastrous  prices. — W.  W.  Morgan 
Clothing   Co.,  Kansas  City,  Mo. 

Assortments  that  are  peerless,  styles 
that  are  confined  to  us. — Lansburgh  Sj^ 
Bro.,  Washington,  D.  C, 


GENERAL    INTRODUCTIONS 


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^  Read  these  spring  sale  prices.    Here's 
saving         that  counts. — Livingston's, 

Youngstown,  Ohio. 

Next  to  that  which  is  next  to  nothing 
in  price. — Lazarus,  Columbus,  Ohio. 

A  quick  exit  price. — Joske  Bros.,  San 
Antonio,  Tex. 

A  carnival  of  low  prices. — Meigs  ^ 
Co.,  Springfield,  Mass. 

Warmer  weather  brings  lower  prices. 
—Hills  c5-  Co.,  Hartford,  Conn. 

A  Strictly  One-Price  Policy  Wins  Con- 
fidence Where  a  Shifting  Policy  Fails.— 
Minneapolis  Dry  Goods  Company,  Min- 
neapolis,  Minn. 

Commanding  prices. — Kent's,  Cleve- 
land,  Ohio. 

Sure-to-oell  prices. — Ackeman,  Pueblo. 
Volcanic  eruptions  of  prices. — The  Big 
Store,  Marion,  Ind. 

Prices  everlasting  the  lowest. — Hale's, 
Sacramento,  Cal. 

J  Housekeeping         prices. — Schenectady 
Public  Market,  Schenectady,  N.  Y. 

Bold  price  cutting.— Rothschild  .|-  Co., 
Chicago,  III. 

Prices  drop  to  the  bottom. — Evans, 
Munzer,  Pickering  ^'  Co.,  Minneapolis, 

Nothing  has  been  reserved  in  our  men*s 
clothing  department.  Every  article  re- 
duced in  price,  some  of  the  suits  and 
overcoats  reduced  forty  per  cent.  Just 
think  of  it,  suits  for  about  half  price. 
All  of  our  clothing  is  well  made,  and 
everything  the  very  newest  cut,  but  we 
have  always  made  it  a  rule  to  close  out 
goods  every  season  regardless  of  price 
and  we  don't  propose  to  carry  over  one 
winter  suit  or  overcoat. — The  Bed  Front, 
Fresno,  Cal. 

.»What  can  it  profit  you  to  pay  some- 
one else  one-third  more  for  a  perhaps 
one-third  less  good — that's  the  proposi- 
tion up  to  you.  "  Fairy  Tales "  may 
please  the  kids  all  right,  but  when  it 
comes  to  those  who  do  the  buying,  it's 
the  World's  Finest  Quality  they  want, 
and  they  want  it  at  the  world's  lowest 
price. — /.  D.  Miller,  Denver,  Colo. 

This  ad.  contains  news  of  useful  things 
for  the  home.  You  should  read  every 
word.  When  we  advertise  the  jyrice  must 
be  the  lowest,  as  Whalen  Brothers  will 
never  be  undersold. — Whalen  Bros., 
Brooklyn,  N.  Y. 

We  have  conducted  many  successful 
hosiery  sales  during  our  long  experience, 
but  the  price  schedule  handed  us  by  the 
buyer  of  this  department  for  this  special 
hosiery  sale  is  decidedly  the  lowest  price 
schedule  we  have  ever  advertised.— Bon 
Marche,  Washington,  D,  C. 


Money!  why  you'll  be  surprised  how 
little  it  takes  now,  yes,  fairly  amazed  at 
the  extent  of  its  purchasing  power  at 
"  The  Big  Store."  Fortunate  for  you,  we 
bought  our  mammoth  stocks  at  the  dis- 
counts we  did — as  these  prices  are  posi- 
tively the  very  lowest  ever  asked  for 
high-grade  seasonable  merchandise,  mak- 
ing them  bold  examples  of  the  greatest 
economy  ever  made  possible  by  any  con- 
cern. Read  on,  and  on — don't  skip  a 
line  or  you  may  skip  a  dollar.  Come! — 
A.  C.  Barley  ^  Co.,  Marion,  Ind. 

One  of  the  oldest  branches  of  our 
business  is  that  of  Household  and  Dec- 
orative Linens.  We  were  recognized 
leaders  in  this  line  fully  a  generation 
ago;  and  our  leadership  has  steadily 
strengthened  with  each  succeeding  year. 
To-day  there  are  probably  less  than  half- 
a-dozen  merchants  in  the  world  whose 
trade  in  Linens,  wholesale  and  retail — 
equals  ours;  not  one  that  has  closer  or 
more  favorable  relations  with  the  chief 
sources  of  supply.  And  this  means  that 
our  customers  mav  alwavs  choose  from 
the  choicest  patterns  at  lowest  prices. — 
Straicbridge  ^'  Clothier,  Philadelphia. 

When  the  economists  shall  have  de- 
vised the  wavs  and  means  to  establish  an 
equation  between  supply  and  demand 
such  extraordinary  events  as  this  will 
have  ceased  to  be  a  phase  of  our  system 
of  merchandising.  Until  then  we  pro- 
pose to  share  the  spoils  that  come  our 
way  with  those  upon  whom  we  depend 
for  the  success  of  our  business.  The 
offer  involves  the  sample  garments  of 
two  manufacturers  who  devote  their  ef- 
forts to  garments  of  the  highe5.t  grade, 
together  with  a  numlrer  of  suits  and 
coats  from  our  regular  stock.  The 
price  ccncessions  are,  without  excep- 
tion, cxtreme.—Saks  cj-  Co.,  New  York. 

For  genuine  and  resistless  values  there 
is  no  place  equal  to  our  splendid  consu- 
mers' department,  the  greatest  salesroom 
of  its  kind  in  Ohio.  Kach  one  of  our 
Saturday  specials  is  the  barometer  that 
indicates  the  lowest  register  of  price  re- 
duction. More  fine  values  can  be  found 
among  our  price  marks  than  any  drug 
house  in  Ohio  cjwi  show.  It  is  necessary 
usually  to  hunt  bargains,  but  you  get 
them  here  merelv  for  the  trouble  of 
watching  our  ads. — Columbus  Pharmacol 
Co.,  Columbus,  O. 

Once  more  we  hammer  down  prices  on 
stoves  and  heaters  of  all  kinds  till  there 
isn't  the  smallest  vestige  of  doubt  left 
as  to  the  money-saving  chances  in  each 
lot.  Such  decided  price  cuts  herald  the 
advent  of  brisk  purchasing. — Seigel  Coo» 
per  Co.,  yew  York, 


JEWELRY    ADVERTISING 


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The  continual  and  rapid  increase  in 
our  business  gives  us  powerful  advan- 
tages. It  enables  us  to  buy  in  large 
quantities  direct  from  the  manufacturers 
and  consequently  to  place  before  you 
matchless  values.  The  purchasing  power 
of  a  dollar  never  before  reached  the 
height  to  which  we  have  forced  it.  Up- 
to-date,  reliable  merchandise  marked  at 
unaqualed  prices,  together  with  our  many 
money-saving  opportunities,  proclaim  to 
the  people  of  the  Inland  Empire  this 
is  the  store  that  saves  you  money. — 
Femp  ^  Herbert,  Spokane,  Wash. 

The  Russia  of  high  prices  routed  by 
the  Japan  of  our  sale.  Ruthless  slaughter 
of  values  continued  at  *' The  Big  Store 
With  Little  Prices.''— Excelsior  Clothing 
Co.,  Binghamton,  N.  Y, 

Fancy  rents  and  fancy  prices  are  in- 
variably concomitants.  Between  our  ex- 
penses and  those  of  stores  in  the  zone 
of  dizzy  rents  there's  a  chasm-like  dif- 
ference— measured  not  by  cents,  but 
by  dollars.  And  inasmuch  as  every  mer- 
chant must  necessarily  exact  a  certain 
fixed  profit  it  isn't  visionary  that  high 
prices  must  support  high  rentals.  For 
a  l>etter,  more  vivid  example,  note  the 
prices  quoted  here. — Ludwig  Baumann  ^* 
Co.,  New  York. 

Sweeping  price  reductions.  Every  silk 
suit  in  the  store  is  free  to  go  at  cne- 
fourth  from  last  week's  prices — regard- 
less of  cost  or  value;  from  simple  shirt 
waist  suits  to  elaborate  costumes — none 
reserved. — James  Cooper,  Los  Angeles. 

Six  days  in  which  to  sell  every  piece 
of  goods  we  won't  count  at  stock-tak- 
ing. Six  short  days  of  harvest  for  the 
thrifty.  Prices  on  all  lines  of  summer 
goods  have  l)een  reduced  far  below 
actual  cost  to  us.  Stocks  will  move  in  a 
jiffy  at  these  amazing  prices.  Just  a 
hint  of  the  wonderful  bargains  you'll 
^nd.— Seigel  Cooper  ^  Co.,  Chicago,  III. 

Profitless  Prices  Now  Hold  Full  Sway 
— prices  that  will  clear  our  warerooms 
of  present  stocks  as  a  storm-wave  sweeps 
the  deck  of  an  ocean  steamer.  The 
clearance  is  absolute.  The  goods  must 
go.  We're  making  room  for  new  Fall 
designs  so  soon  to  arrive.  It's  a  stu- 
pendous undertaking — a  daring  move- 
ment—a sale  with  values  unparalleled  in 
the  history  of  St.  Louis'  merchandising. 
—Hartman  Furniture  Carpet  Co.,  St. 
Louis,  Mo. 

A  grand  money-saving  opportunity 
that  shall  live  long  in  the  memory  of 
those  who  attend — a  sweeping  out  of  a 
vast  quantity  of  odds  and  ends  left 
from  the  spring  season,  through  the  me- 
dium of  slaughtered  prices.    Twenty-five 


per  cent,  has  been  cut  from  former  sale 
prices — prices  then  lower  than  any  other 
concern,  large  or  small,  in  all  St.  Louis. 
The  flood  gates  are  now  swung  open — 
now  for  an  unparalleled  outpouring  of 
mighty  bargains. — The  Hub,  St.  Louis. 

w 

Faster  and  faster  falls  the  lash  of 
lower  prices — deeper  sinks  the  spur  of 
cut  prices  into  the  sides  of  our  stock 
of  broken  sizes,  sending  sales  forward 
with  a  rush  that  means  a  banner  July 
for  us — banner  bargains  for  you.  This 
ad  tells  of  five  Wind-up  Specials. — The 
Hub,  St.  Louis,  Mo. 

And  other  housefurnishings  at  a  sav- 
ing reduction  in  price  that  will  appeal 
to  every  wise  housekeeper.  We  meet  all 
competition.  Our  goods  are  always  re- 
liable and  when  we  say  there  are  bar- 
gains here  for  those  who  will  come  after 
them  it  can  be  implicitly  relied  upon. — 
The  Chas.  R.  Hart  Co.,  Hartford,  Conn. 

This  remarkable,  twice  yearly  event 
is  looked  forward  to  by  thousands  of 
Women,  Misses  and  Children  from  all 
over  the  state  of  Connecticut  as  an  ex- 
ceptional opportunity  to  buy  the  latest 
and  choicest  of  Millinery  at  much  less 
than  one-half  former  prices. — B.  Bal- 
lerstein  i^  Co.,  Hartford,  Conn. 

There  are  still  no  signs  of  abatement 
of  public  interest  in  this  sale.  Quite  the 
contrary — we're  even  busier  this  week 
than  last.  Everj'body  who  hears  of  this 
sale  seems  to  be  determined  to  share  in 
the  wonderful  bargains.  And  rightly 
so,  for  the  prices  named  at  this  sale  are 
far  less  than  wholesale.  Thus,  while  this 
sale  lasts  our  customers  can  buy  ready- 
to-wear  apparel  of  every  description  for 
man,  woman  and  child  at  lower  prices 
than  the  dealers. — Kaufmann's,  PittS' 
burg.  Pa. 

This  combination  of  purity  hand  in 
hand  with  economv  is  what  has  made  the 

» 

grocery  department  of  this  store  so  pop- 
ular. Enormous  daily  purchases  in  the 
best  and  most  reliable  food  markets  en- 
able us  to  quote  lowest  prices. — The  I'ith 
St.  Store,  New  York,  S.  Y. 

If  a  man  were  to  come  into  our  store 
to-day  expecting  to  find  large  varieties 
in  style  and  fabrics  to  choose  from  he 
would  likely  be  disappointed.  This  stock 
is  very  low,  but  to  offset  this  fact  we 
are  making  the  prices  very  low.  You'll 
have  to  hunt  a  bit  maybe  to  find  what 
you're  looking  for,  but  you  may  find 
just  what  you  want  at  prices  away  below 
what  you  had  been  expecting  to  pay. 
Worth  while  to  come  and  see,  isn't  it? 
—Emery,  Bird,  Thayer  §•  Co.,  Kansas 
City. 


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JEWELRY    AD\^RTISING 


A  comparison  of  our  goods  and  prices 
with  what  are  advertised  elsewhere  will 
convince  you  and  bring  you  to  this  store 
as  a  regular  customer.  "We  have  built 
up  a  booming  business  here  in  Peoria, 
by  giving  you  good  goods  at  reasonable 
prices,  and  allowing  you  to  pay  for  them 
so  much  at  a  time  that  no  hardships 
have  been  wrought.  It  would  surprise 
you  to  know  what  a  dollar  a  week  or  a 
dollar  a  month  will  buy. — Oatel/s,  Pe- 
oria, III. 

A  final  clearance,  in  itself,  means  ex- 
treme reductions,  new  prices  we  paid  for 
the  weaves.  So  this  rich  picking. — 
Macy's,  New  York,  N,  Y. 

We've  resolved  to  wind  up  the  month's 
upholstery  business  with  a  blaze  of  glory. 
Hence  a  salvo  of  price-fireworks  that 
cannot  fail  to  impress  and  interest  the 
housekeeper  who  is  bent  on  making  her 
winter  quarters,  comfortable. — Wana- 
maker.  New  York,  N.  Y. 

Some  lines  of  goods  have  not  moved 
fast  enough,  although  the  store  has  been 
thronged  for  two  weeks.  So  we  have 
gone  through  the  stocks  again,  crowding 
down,  forcing  down,  cutting  down  the 
prices  regardless  of  previous  markings. 
The  result  will  be  apparent  throughout 
all  stocks  in  the  house  when  the  store 
opens  this  morning  for  resumption  of 
the  sale. — Carson,  Pirie,  Scott  ^  Co,, 
Chicago,  III. 

Our  buyers  have  been  scouring  the 
country  for  the  past  two  months  select- 
ing the  best  productions  of  the  best  fac- 
tories and  securing  for  spot  cash  many* 
special  lines  of  goods  at  exceptionally 
low  figures,  which  enables  us  to  offer 
them  to  you  during  this  sale  at  prices 
lower  than  their  values  warrant. — W, 
H,  Hocke,  Washington,  D.  C. 

Another  startling  big  price  tumble. 
Style,  quality  and  low  price  are  the 
great  considerations,  and  all  are  com- 
bined in  the  following  items. — Rosenthal 
Dry  Goods  Co.,  Peoria,  III. 

Come,  expecting  low  prices — "Curtin 
sells  it  for  less."  No  difference  what 
others  offer  you,  Curtin  will  do  better. — 
A.  P.  Curtin  ^  Co.,  Great  Falls,  Mont, 

If  you  are  coming  shopping  Saturday, 
be  sure  and  come  to  the  "Blakely." 
Bring  along  your  want  list  (even  though 
the  items  are  not  mentioned  belo%v)  and 
we  will  be  glad  to  show  you  the  goods 
and  give  you  the  prices.  We  know  that 
you  will  get  as  good  values,  as  good 
treatment,  and  better  satisfaction  by 
purchasing  your  goods  here  Saturday. 
Come  and  get  our  special  prices. — The 
Blakely  Dry  Goods  Co.,  Spokane,  Wash. 


The  money  to  be  saved  by  making  your 
selection  from  the  Sanger  stocks  at  their 
present  greatly  reduced  prices  is  no  small 
matter  and  demands  the  prompt  atten- 
tion of  all  who  would  practice  economy, 
and  at  the  same  time  dress  well. — Sanger 
Bros.,  Waco,  Texas. 

We  subjoin  a  few  items  to  indicate 
how  smartly  we  have  lowered  prices  for 
our  sale.  As  there  is  but  one  of  a 
kind  on  this  list  to  be  sold  at  the  special 
price,  whoever  comes  first  will  get  the 
aTiicle.—Hahne  ^  Co.,  Newark,  N.  J. 

An  Explosion  of  Prictsl— The  Bee 
Hive,  912-914  Main  St.,  Kansas  City. 

At  Melting  Prices. — Wanaanaker's, 
New  York. 

Extravagant  Prices  and  Exorbitant 
Profits  are  Strangers  Here. — Kahn  ^ 
Back,  Memphis,  Tenn, 

Prices  Knifed  Again. — Seidler  Sj;  May, 
Hartford,  Conn. 

Sacrificing  Prices. — Lassefs  Store, 
Joliet,  III. 

There's  Nothing  Greedy  About  Our 
Prices — Just  the  opposite. — Horsfall  ^ 
Rothschild,  Hartford,  Conn, 

Words  fail  to  express  how  good  the 
values  of  the  above  offers,  but  a  few 
moments'  examination  will  quickly  con- 
vince you  how  much  under  price  they 
are  and  will,  we  think,  persuade  you  to 
supply  yourself  liberally  while  you  have 
such  chances  for  money  saving. — Brown- 
Thomson  ^   Co.,  Hartford,   Conn. 

The  importance  of  the  coming  week 
may  be  gauged  by  these  representatives 
of  the  greatest  price  attractions  ever 
offered  at  any  time  by  any  store,  speci- 
mens of  thousands  from  which  you  may 
pick  their  equal  in  appropriateness, 
price  reductions  and  reliability.  Over- 
flowing shelves  and  counters  respond  to 
your  every  need.  New  specials  every 
day.  Let  early  morning  shopping  be 
your  watchword. — L,  S.  Plant  ^  Co,, 
Newark,  X  J. 

We  are  clearing  the  stocks  regardless 
of  cost — the  rebuilding  operations  de- 
mand additional  room — nothing  is  re- 
served— all  up-to-date,  desirable  sum- 
mer merchandise  must  be  closed  out  im- 
mediately— a  complete  clearance  is  our 
aim — we  carry  nothing  over  and  prices 
are  cut  right  and  left  to  accomplish  a 
prompt  and  thorough  reduction  of  our 
stocks.—!/.   Soloman  4*  Co.,  Pittsburg. 

Prices  in  every  instance  will  be  de- 
cidedly under  value. — Journey  ^  Burn- 
ham,  Brooklyn,  N.  Y. 

Others  talk  "trading  stamps**— value 
is  the  topic  here. — Heam,  New  York. 


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Prices  cut  in  two  in  the  middle — that 
means  much  or  little,  according  to  the 
store.  If  prices  arc  first  marked  up  and 
then  bisected,  you  get  but  little  saving 
— it's  a  shyster  trick  that  many  claimed- 
to-be  reputable  stores  still  keep  "up 
their  sleeves  "  for  occasions.  Gimbel  half 
prices  are  exactly  as  represented — a 
bald  statement  of  fact.  Customers  have 
proved  it  time  and  again;  picked  out 
a  suit;  waited;  paid  the  half  price — took 
the  chance  that  their  particular  pattern 
or  size  would  be  sold  before  the  half 
price  came.  But  proved  it. — Gimbel 
Bros.,  Philadelphia. 

Extremely  small  prices. — Abraham  4* 
Straus,  Brooklyn,  N.  Y. 

We  guarantee  the  price  of  everything 
we  sell  to  be  as  low  as  or  lower  than 
the  same  article  or  pattern  can  be  bought 
anywhere  else.  If  a  day,  a  week,  or 
a  month  later  you  find  Uie  same  thing 
lower  elsewhere,  make  a  claim  upon  us 
and  it  will  be  allowed  at  once.  What 
broader  guarantee  can  be  given?  Under 
any  circumstances  the  patron  of  Loeser's 
is  protected  by  this  guarantee,  which 
covers  every  line  of  merchandise  we  sell. 
—Frederick  Loeser  ^  Co.,  Brooklyn. 

We  want  to  say  positively  to  those 
who  have  been  waiting  for  our  great 
summer  clothing  sale  that  the  event 
begins  to-day,  when  prices  will  be  the 
lowest  of  the  season. — Simpson  Craw- 
ford Co.,  New  York. 

"What  reason,"  you  ask?  the  manu- 
facturer of  these  suits  is  of  the  hope- 
ful kind;  he  started  out  big,  manufac- 
turing *'not  wisely  but  too  well,"  so 
when  he  at  the  end  of  the  season  found 
he  had  too  big  a  stock  on  hand  he  was 
willing  to  part  with  it  at  a  sacrifice.  Our 
ready  cash  tempted  him,  and  to-mor- 
row you  will  see  these  swell  suits  on  our 
second  floor  ready  for  your  inspection. 
As  they  come  to  us,  so  they  go  to  you, 
at  a  bargain. — A.  S.  Knowles  Dry  Goods 
Company,  Montgomery,  Ala. 

Never  was  there  such  a  phenomenal 
reduction  of  prices  on  fine  furniture 
in  the  history  of  furniture  sales  in  Co- 
lumbus. Every  article  in  our  immense 
stock  of  furniture,  carpets,  rugs  and 
curtains  being  marked  way  down.  It 
will  pay  you  to  visit  this  sale. — Home 
Furnishing  Co.,  Columbus,  O, 

The  Jenkins  one-price  plan  saves  you 
patience,  time  and  money.  In  the  store 
of  a  sliding-price  "get-all-you-can" 
dealer  you  lose  time  haggling  and 
dickering  and  are  never  sure  of  the 
right  price  or  fair  treatment.  In  the 
Jenkins  store  a  child  can  buy  as  cheaply 
and  as   safely  as  the  most  expert. — J. 


W.    Jenkins*   Son*   Music    Co.,    Kansas 
City,  Mo. 

While  our  prices  have  been  lower  than 
the  lowest,  we  have  made  a  still  deeper 
cut  in  the  prices  of  everything  in  the 
house. — Stockton  4'  Company,  Salem, 

These  are  prices  that  you  never 
dreamed  would  be  offered  until  the  end 
of  the  season,  and  here  the  coats  are, 
all  new  and  ready  for  you  to  put  on 
and  wear  at  the  littlest  prices.  The 
prices  are  new  prices  that  begin  to- 
day. We  won't  quote  values  to  you. 
Come,  rather,  prepared  to  be  impressed 
and  greatly  impressed. — Emery  Bird, 
Thayer  Co.,  Kansas  City,  Mo. 

We  mark  all  goods  in  plain  figures 
— for  many  years  past  we  have  been 
absolutely  and  positively  a  strictly  one- 
price  house.  We  can  afford  to  take  this 
position  because  our  marked  prices  in-  ' 
dicate  better  value  than  is  ever  found 
in  so-called  cut  prices. — Ryrie  Bros.,  To- 
ronto, Can, 

No  half  way  or  half  hearted  low  price 
making  in  this  memorable  week's  selling. 
— Cash  Dry  Goods  Co.,  Bay  City,  Mich, 

Ladies  Listen! — Spring  wholesale  bus- 
iness was  bad — cash  talked  big  when  we 
bought  these  things  for  you.— /one*  Dry 
Goods  Co.,  Kansas  City,  Mo. 

It's  the  combination  of  dependable 
qualities  and  low  prices. — Carson,  Pirie, 
Scott  ^  Co.,  Chicago,  III. 

Some  interesting  underpricings. — Bar- 
nard, Sumner  «§•  Putnam  Co.,  Worcester. 

Don't  Waste  Your  Money. — It's  a  sin 
to  throw  hard-earned  money  away.  And 
paying  extravagant  prices  is  just  about 
the  same  thing  as  squandering  cash. 
Never  continue  in  doubt  as  to  where  your 
money  will  go  farthest.  Come  to  Friend. 
— Friend,  Scranton,  Pa. 

Owing  to  the  unusual  concession  in 
buying  we  are  enabled  to  quote  prices 
that  astonish  wholesalers,  who  know  how 
cost  has  advanced.  In  fact,  we  could 
easily  sell  our  entire  stock  in  bulk  at 
these  prices,  but  we  prefer  to  sell  them 
in  regular  retail  way— they'll  go  fast 
enough. — Heam,  New  York. 

We  guarantee  the  price  of  everything 
we  sell  to  be  as  low  or  lower  than  the 
same  article  or  pattern  can  be  bought 
anywhere  else.  If  a  day,  a  week  or  a 
month  later  you  find  the  same  thing  lower 
elsewhere,  make  a  claim  upon  us  and  it 
will  be  allowed  at  once.  What  broader 
guarantee  can  be  given?  Under  any  cir- 
stances  the  patron  of  Loeser's  is  pro- 
tected by  this  guarantee,  which  covers 
every  line  of  merchandise  we  sell. — Fred- 
erick Loeser  |-  Co.,  Brooklyn,  N.  Y, 


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JEWELRY   ADVERTISING 


A  price  revision  on  summer  suits. — 
Wm.  Vogel  ^  Son,  yew  York, 

The  manufacturers  are  cleaning  up 
stocks,  and  when  goods  and  styles  come 
up  to  our  standard,  we  buy  and  give 
customers  the  benefit  of  our  purchases. — 
Hills,  McLean  <^  Haskins,  Binghamton. 

Prices  on  high  class  merchandise  that 
tell  of  great  value  giving. — We  present 
to-morrow  the  strongest  list  of  values  we 
have  ever  been  able  to  offer — quotations 
that  for  lowness  have  never  been  equaled 
in  this  city.  It  is  impossible  to  tell  you 
how  great  the  values  really  are  which  we 
are  offering.  Just  look  over  some  of  the 
items  in  this  advertisement  and  then  re- 
member that  these  are  the  very  newest 
goods,  the  latest  merchandise  manufac- 
tured for  thij  season's  business;  but  ow- 
ing to  the  trade  and  weather  conditions, 
we  are  forced  to  sell  good  reliable  mer- 
chandise at  these  special  prices. — C.  B, 
Haicley  ^  Co.,  Bay  City,  Mich, 

Just  take  another  look  at  these  prices. 
They  are  remarkably  small  when  you 
consider  that  right  now  is  the  season 
when  we  sell  most  of  these,  and  the  sea- 
son when  by  all  standards  of  merchan- 
dising we  should  ask  biggest  prices.  Com- 
pare these  values  with  any  you've  seen 
lately.  These  goods  are  of  a  dependable 
quality — the  kind  we  are  safe  in  saying 
"  Satisfaction  or  your  money  back  "  with 
every  purchase.— -Jonca  Dry  Goods  Co,, 
Kansas  City,  Mo. 

We  need  the  room?  We  need  the 
Money! — Next  month  our  fall  stock  be- 
gins to  arrive.  Spring  and  fall  goods 
don't  mix.  The  spring  and  summer 
stocks  must  go.  They  must  all  be  sold, 
no  matter  what  the  loss  may  be.  Not  a 
few  articles  marked  down,  but  a  store 
brimful  of  splendid  poods,  honestly  re- 
duced in  price.  Investigate  these  great 
savings.  Come  at  once,  now  is  the  time 
to  buy. — Lyon  Clothing  Co.,  Portland. 

A  real  cut  in  prices. — Friend,  PittS' 
burg,  Pa. 

Money-saving  prices. — H.  Johnson,  AU 
tocna.  Pa, 

Great  money-saving  prices. — Golden 
Rule,  St,  Paul,  Minn. 

Exceedingly  close  prices. — BurnS'Barry 
Co.,  Memphis,  Tenn. 

Prices  badly  frost-bitten.— TT.  V,  Sny* 
der  ^  Co.,  Newark,  N.  J. 

No  trading  stamp  prices  here. — /.  N, 
Adam  ^'  Co.,  Bufalo,  N.  Y, 

At  a  price  that  should  create  a  sen- 
sation.— Ehrich  Bros.,  N0W  York, 

Our  cash  prices  are  matchlesar  -Fori' 
taine  ^  Anglim,  Crookston,  Minn, 


Underwear  prices  well  worth  heeding. 
-^Beadlier  ijj-  Sherburne  Co.,  Rochester, 

Prices  that  help  your  bank  account. — 
Schoedinger,  Fearn  ^  Co,,  Columbus, 

Prices  on  a  sell-out  basis  that  show 
determination. — Boggs  ^-  Buhl,.illegheny, 

Prices  which  are  not  likely  to  be  re- 
peated in  a  lifetime. — Frederick  Loeser 
^  Co.,  Brooklyn,  N.  Y. 

"  Jacobs  stands  between  the  people  and 
high  prices." — Jacobs*  Pharmacy  of 
Montgomery,    Montgomery,    Ala. 

Powerful  price-lowering  in  clothing 
section.  Prices  that  savor  more  of  "  giv- 
ing" than  "  selling."— C/arA:e  Brothers, 
Scrantofi,    Pa, 

Originally  our  prices  on  imported  gar- 
ments have  been  so  much  less  than  other 
stores  ask,  that  this  will  be  an  oppor- 
tunity to  buy  gowns  at  prices  never  be- 
fore seen  in  Philadelphia. — Louis  Stecher 
4f  Co.,  Philadelphia,  Pa. 

Our  story  is  this — we  want  the  pub- 
lic to  carefully  study  the  prices  in  this 
ad.,  and  compare  them  with  the  many 
others,  and  you  wUl  find  that  we  realize 
that  in  order  to  continue  to  do  the  large 
volume  of  business  we  had  this  fall  we 
must  put  the  knife  into  prices  deep, 
especially  since  so  many  real  and  more 
fictitious  sales  appear  in  this  city,  the 
reductions  are  in  earnest. — Goldstein 
Dept.  Store,  Youngsfown,  O, 

The  extremely  low  prices  we  are 
naming  will  put  these  high  grade  couches 
in  your  home  with  very  .small  cost. — 
John  Mullins  ^'  Sons,  Jersey  City,  N.  J, 

Price  wonders! — A,  D,  Matthews'  Sons, 
Brooklyn,  X.  Y. 

Quick  cash  prices! — Perley  T.  Black 
^  Co.,  Bangor,  Me. 

Prices  pitilessly  punched!— 5.  S,  Cul- 
len  ^  Co.,  Ottumwa,  la, 

Good-b}e  prices! — Uunter  ^  Hunter, 
Detroit,  Mich. 

Unmatchable  low.  prices! — Armbrus* 
tefs  Stocking  Factory,  Columbus,  O, 

A  terrible  fall  in  prices! — A.  E.  For- 
bush,  Alliance,  Ohio. 

Prices  are  abominably  small! — Hale's, 
Los  Angeles,  Cal. 

Prices  almost  beyond  belief.— r*« 
Modern   Pharmacy,   Binghamton,   N.    Y, 

Prices  at  figures  that  will  draw  crowds  I 
—Solomon  t^-  Ruben,  Pittsburg,  Pa. 

Bring  your  pocketbook  to  carry  home 
the  money  you  save  in  buying  here.  Dol- 
lars in  merchandise  for  dimes  in  cash. 
We  please  the  hard-to-please,  that 
makes  them  our  steady  patrons. — Han" 
nnh  ($•  Lay  Mer.  Co.,  Traverse  City, 


JEWELRY    ADVERTISING 


103 


PRICES 


/  Our  prices  are  as  low  as,  and  in  many 
instances  much  lower  than  similar  qual- 
ities are  quoted  at  in  any  of  the  low 
priced  stores  of  the  country.— TAe  Fair 
Store,  Binghamton,  N.    Y, 

In  many  cases  the  reductions  are  made 
because  the  lots  are  small  and  must  be 
closed  out.    Other  lines  are  maker's  sam- 
ples and  surplus  stocks.     As  a  rule  the 
goods  are  all  fresh  and  perfect,  and  no 
matter  how  low  the  price,  each  customer 
may  be  assured   of  receiving  a   worthy 
quality— an  assurance  which  distinguishes 
this  sale  from  all  others  in  this  class.— 
The  Scott  Dry  Goods  Co.,  Cleveland.  O, 
If  you  appreciate  value  you  will  have 
no   fault  to  find  with  our  prices. — Co- 
chenthaler,  Montreal,  Can, 
^Savings   of  a   degree   and   number  to 
interest  every  lover  of  quality  and  econ- 
omy   will   be    afforded    Denver   citizens. 
Consider  well  all  that  this  occasion  re- 
veals.    Do  not  have  to  reprove  yourself 
for  neglected   opportunity  but  bend  to 
the  oar.— The  Lewis  Store,  Denver. 

Five  days  of  sensational  cut  prices. 
Forced  to  unload  and  thousands  of  ar- 
ticles slashed  to  the  lowest  notch  be- 
cause we  must  reduce  stocks  before  in- 
ventory and  we've  made  prices  that  will 
do  it.  From  basement  to  roof — in  every 
nook  and  corner  there's  bargains  galore 
to  stir  you  to  the  greatest  kind  of  buy- 
ing. Every  price  at  the  bottom — just 
compare — all  other  sales  outdone.  Price 
for  price  we  undersell  them  all^for  we 
make  reductions  that  are  real  reductions. 
No  half  way  price  cuts  at  this  sale — 
for  we've  started  out  to  do  the  biggest 
week's  business  in  our  career,  and  if  bar- 
gains ever  brought  crowds  there'll  be 
the  greatest  kind  of  a  store  crowding 
here  everv  day  this  week. — L.  H.  Guld- 
man,  Denver,  Col. 

I, Now  is  the  time.  You  who  have  been 
waiting  for  a  general  reduction  of  prices, 
here  is  your  chance. — Patter-Whitehill 
Co.,  Muncie,  Ind. 

A  great  big  cut  in  our  children's  de- 
partment. You  will  save  money  by  call- 
ing to-day,  honest  goods  for  little  money. 
— Henry  Klaholt,  Springfield,  III. 

Here's  an  event  that  will  gladden  wo- 
men's hearts,  for  it  represents  an  ex- 
ceptional opportunity  to  buy  handsome 
separate  skirts  in  both  dress  and  walk- 
ing styles  at  small  cost — the  quality 
of  materials  and  tailoring  being  supe- 
rior to  any  that  these  greatly  reduced 
prices  ever  purchased  before.  There's 
a  splendid  variety  of  them  at  all  prices 
quoted,  but  we  would  advise  you  to  come 
early,  for  such  value-giving  as  this  is 
short-lived.    Yesterday  morning  ushered 


in  the  event.    Come  to-day.— S^a^e,  Allen 
^  Co.,  Hartford,  Conn, 

It  is  customary— perhaps  everjrwhere 
but  at  Macy's— to  give  discounts  or  in- 
side prices  to  tailors  and  dressmakers, 
discriminating  against  the  patron  who 
buys  only  occasionally  to  supply  her  own 
needs.  The  system  obviously  has  its 
faults,  and  it  is  still  further  weakened 
bv  the  fact  that  our  regular  prices  are 
usually  lower  than  the  "inside"  prices 
met  with  elsewhere.  That  we  supply 
large  numbers  of  tailors  and  dressmak- 
ers—who get  no  discounts  or  commis- 
sions here— is  evidence  supporting  our 
assertion.— Macy's,  New  York,  N.  Y, 

Prices  are,  after  all,  a  second  consid- 
eration to  many.  The  great  strength 
and  remarkable  growth  of  the  Palais 
Royal's  toilet  department  is  due  mainly 
to  the  entire  absence  of  unreliable  ar- 
ticles and  the  certainty  one  has  of  find- 
ing all  of  the  world's  best  productions 
here.  Incidentally  prices  average  33  per 
cent,  less  than  drug  store  quotations. — 
The  Palais  Royal,  Washington,  D.  C, 

A  backward  season. — Cause  of  ter- 
rific reductions.  Every  department 
teems  with  a  big  stock  which  was  bought 
with  the  expectation  of  a  large  and  early 
spring  trade,  but  the  weather  conditions 
retarded  business  to  such  an  extent  as 
has  left  us  with  more  goods  than  we 
should  have  at  this  time.  We  expect 
to  make  to-morrow  a  big  day  in  the 
history  of  this  big  store.  To  do  it  we 
have  resorted  to  emphatic  price  reduc- 
tions.— The  Capitol,  Columbus,  O. 

Prices  all  topsy-tur%y  on  account  of 
remodeling. — P.  H.  Bergman  ^'  Co.,  Pe^ 
oria.  III. 

A  great  sale  starts  to-morrow  in 
which  the  special  prices  on  thousands 
of  pieces  and  sets  bear  little  relation  to 
actual  retail  value.  Large  preparations 
have  been  made,  and  the  entire  field  is 
comprehensively  covered;  the  new  and 
improved  department  is  fairly  overflow- 
ing with  extra  values.  In  connection 
with  our  many  special  purchases  be- 
low usual  prices,  we  offer  numerous  lots 
of  desirable  goods  on  hand  at  great  re- 
ductions.—Strawbridge  ^  Clothier,  Phil- 
adelphia, Pa, 

Investigation  will  develop  the  fact  that 
the  prices  quoted  herewith  have  been 
figured  in  every  instance  considerably 
less  than  20  per  cent.— ^  r/caii*a*  Carpet 
and  Furniture  Co.,  Little  Rock,  Ark. 

We  have  gone  through  our  stock  and 
put  the  knife  deep  into  the  price  of  each 
item,  which  is  bound  to  make  quick 
selling.. — Cartwright's,    San    Bernardino, 


PRICES 


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JEWELRY   ADVERTISING 


Our  prices  need  no  advertising. 
Everybody  knows  how  low  they  are. — 
James  Butler,  New  York. 

The  knife  will  go  into  the  prices  on 
our  entire  stock,  nothing  reserved.  All 
goods  will  be  sold  at  a  great  sacrifice, 
cost  not  considered.— /oAn  Leith,  Bay 
City,  Mich. 

Friday  our  great  51st  anniversary  sale 
will  have  reached  its  climax  in  the  suit 
and  coat  sections.  Low  prices  have  pre- 
vailed during  the  past  two  weeks,  but 
these  Friday  prices  are  the  lowest. — 
Fettis    Dry    Goods    Store,    Indianapolis. 

One  attraction  treads  on  the  heels  of 
another  in  this  section,  so  fast  do  they 
follow.  This  time  it's  the  season's  swell- 
est  autumn  suits  priced  as  you  seldom 
see  them  priced  at  the  season's  ending. 
Our  unequaled  buying  facilities,  in  con- 
junction with  a  fortunate  trade  circum- 
stance, has  made  this  remarkable  offer 
possible.— TAe  May  Co.,  St,  Louis,  Mo. 

-  We  have  them  in  all  their  manly  and 
womanly  beauty.  Shoes,  fine  American 
shoes,  for  all  occasions — street  shoes,  of- 
fice shoes,  dress  shoes,  and  that  name 
Browning  on  every  pair  is  the  stamp  of 
genuine  satisfaction  and  approval.  When 
this  store  talks  shoes  the  public  listens 
— the  proof  of  our  words  are  found  in 
the  comfort,  style,  lasting  service  and 
finish  of  our  shoes  at  the  prices  we 
charge  when  compared  with  the  shoes 
and  prices  of  any  other  house. — Brown- 
ing's, Columbus,  Ohio. 

There's  scarcely  a  woman  comes  into 
our  store  and  examines  our  stock  and 
prices  that  doesn't  express  her  pleasure 
at  having  found  a  place  where  the  really 
desirable  grades  of  garments  may  be 
had  at  such  low  prices  and  that,  too, 
without  having  to  wade  through  heaps 
of  inferior  stuff  to  get  what  she  wants. 
— Louis  Stecher  (J-  Co.,  Philadelphia. 

Cast  your  eye  over  these:  There  are 
good  saving  opportunities  in  every  one. — 
Oiff'ord  <^'  Co.,  New  Bedford,  Mass. 

The  price  part,  after  the  details  of 
selection  and  decision  are  all  over,  you 
will  find  most  gratifying. — York,  Pa. 

Come  one.  Come  all.  And  buy  as 
liberally  as  your  purse  will  permit.  To- 
night's sale  consists  of. — Hills,  McLean 
^  Haskins,  Binghamton,  N.   Y. 

This  present  movement  presents  one 
of  the  finest  collections  of  quadruple 
plated  hollow-ware  that  we  have  ever 
offered  under-price.  The  beauty  of  the 
designs,  the  seemingly  unlimited  variety 
and  the  completeness  of  the  assortment 
of  pieces,  together  with  the  remarkably 
low  prices,   make   a   store   feature  that 

PR 


housekeepers  will  appreciate  the  moment 
they  see  the  display.— fFanamoilcer,  New 
York,  N,  Y, 

For  our  213th  Bargain  Friday  we  will 
offer  the  greatest  values  of  the  season. 
Never  did  our  store  better  deserve  the 
name,  "  The  Home  of  Good  Values,"  for 
splendid  values  are  everywhere  in  mer- 
chandise of  seasonable  interest — assort- 
ments that  far  excel  those  elsewhere. 
Friday's  prices  on  the  newest  of  autumn 
and  winter  merchandise  suggest  genuine 
economy — the  economy  that  pays  where 
there  is  unquestioned  quality.  It  has 
and  will  always  be  our  greatest  aim  to 
have  our  customers  feel  that  they  can 
come  to  this  store  with  perfect  assurance 
of  finding  at  all  times  the  greatest  va- 
riety of  the  most  desirable  merchandise 
in  every  section,  and  that  for  the  same 
and  better  qualities  our  prices  are  al- 
ways the  lowest. — Roberts  Bros.,  Port' 
land,  Ore. 

We  make  an  emphatic  demonstration 
of  the  power  of  extraordinary  bargain 
prices  on  merchandise  that  is  in  season, 
and  which  is  necessary  to  every  person 
and  in  every  household.  No  value  pre- 
tense, but  the  actual  giving  of  good 
goods  at  prices  lower  than  those  quoted 
by  any  other  house  for  the  same  grades. 
—The'  Uth  Street  Store,  New  York. 

The  store  is  ready  as  never  before  to 
supply  your  every  need  for  the  coming 
season.  Assortments  are  broader  and 
better.  Styles  have  been  more  carefully 
chosen  in  obedience  to  fashion's  man- 
dates. Qualities  have  been  critically  se- 
lected for  their  dependability.  Prices 
have  been  marked  on  a  narrow  margin 
— of  profit— the  lowest  possible.— TA« 
Minneapolis  Dry  Goods  Co.,  Minneapolis. 

Here's  why ! — contracts  for  these  goods 
were  placed  long  ago — the  low  prices 
that  prevailed  then  and  the  extra  dis- 
counts on  our  immense  spot-cash  orders, 
places  us  in  a  position  now,  in  the  face 
of  higher  quotations  on  all  these  goods, 
to  offer  you  bargains  in  bed  necessities 
never  before  equaled  this  early  in  the 
season  by  any  concern  in  Marion.  A 
complete  stock  of  unquestionable  qual- 
ities from  the  most  noted  American  man- 
ufacturers, priced  at  a  substantial  sav- 
ing to  you.  A  most  excellent  opportun- 
ity—don't miss  it— ^.  C.  Barley  ^  Co., 
Marion,  Ind. 

There  is  real  economy  in  the  way  we 
mark  these  garments.  Our  prices  are  in- 
comparably low,  our  stock  is  one  of  the 
largest  and  best  in  America — an  advance 
showing  quite  unusual  so  early  in  the 
season.— Lit  Bros.,  Philadelphia,  Pa, 
ICES 


JEWELRY    ADVERTISING 


105 


It  seems  a  contradiction  to  good  sense 
to  say  that  we  reduce  prices  right  at 
the  opening  of  the  season,  but  never- 
theless that  is  just  what  we  are  doing 
in  this  hustling  young  store.  We  are 
reducing  the  prices  because  we  bought 
these  garments  at  reduced  prices  and 
can  afford  to  sell  them  for  less  than  any 
regular  buying  store  in  this  entire  coun- 
try.—/one*  Dry  Goods  Co.,  Kansas  City. 

No  matter  how  low  the  prices  adver- 
tised by  others,  you  may  depend  upon 
our  prices  being  lower.  Our  reputation 
for  underselling  all  others  we  sustain 
by  as  much  price  cutting  as  may  be 
necessary.  Very  frequently  our  regular 
prices  are  lower  than  the  special  prices 
advertised  by  others.  Notable  instances 
of  this  continued  underselling  Mill  be 
found  by  comparing  Macy's  prices  with 
those  quoted  elsewhere.— 3facy'«,  New 
York,  N.   Y. 

It  is  seldom,  indeed,  that  such  hand- 
some specimens  take  on  the  moderate 
prices  that  accompany  these.  The  care- 
ful selections  made  by  our  experts, 
coupled  with  most  advantageous  buying, 
are  accountable  for  this  rare  assortment 
of  Oriental  rugs  being  so  moderately 
^fic^d.—Bloomingdale's,    New    York. 

This  apparel  is  what  the  Model  carried 
over  from  last  year  that  we  want  to  close 
out.  We  have  reduced  the  prices  to  less 
than  what  the  garments  cost  Kemper  & 
Paxton.  We  still  have  plenty  of  those 
skirt  and  suit  bargains  which  were  on 
sale  the  early  part  of  this  week.  In 
addition  we  have  thrown  in  a  big  line 
of  children's  cloaks  that  are  especially 
low  priced  for  rapid  clearance.  We  want 
you  to  read  this  list  from  end  to  end, 
because  you  will  find  savings  and  values 
that  have  not  been  equaled  before. — 
Jones  Dry  Goods  Co.,  Topeka,  Kan. 

Prices  are  remarkably  low,  even  for 
our  January  sale — this  year  we  bought 
as  never  before — prices  reached  the  low- 
est ebb.  In  looking  over  the  garments 
you  will  be  surprised  at  the  thorough 
goodness  of  materials,  trimmings  and 
workmanship,  considering  the  extreme 
lowness  of  the  prices.  This  sale  will 
demonstrate  as  never  before,  that  time 
and  money  are  mis-spent  in  buying  ma- 
terials and  making  the  garments  in  the 
home.  Remember — January  sale  prices 
are  the  lowest  of  the  entire  year.— Day- 
ton'*,  Minneapolis,   Minn. 

Prices  border  on  sensational!  Fresh, 
crisp  underwear  at  most  attractive  prices 
ever  quoted.  Exquisite  undermuslins  at 
al)out  cost  of  materials. — /.  M.  High  Co., 
Atlanta,  Ga. 
The  stocks  are  all  fresh  and  new,  just 


opened  for  this  sale,  and  they  were 
bought  at  prices  which  enable  us  to 
offer  them  to  you  at  very  low  figures, 
considering  the  excellent  quality  of  the 
^oo^s— Donaldson's,  Minneapolis,  Minn. 

Sacrifice     prices.—Clucker's     Clothing 
Store,  Kenton,  O. 

Wilderness    of    low    ^fices.—Symon's, 
Butte,  Mont. 

Profitless     prices.— Jaine*     McLean's 
Store,  York,  Pa. 

Price-slashing  sale!— Z.  C.  M.  I.,  Salt 
Lake  City,  Utah. 

Hurry-up  prices.— Jforrw  Gross  Co., 
Tacoma,  Wash. 

Priced  for  a  modest  purse! — Bern- 
heimer's,  Kansas  City,  Mo. 

Reliable  goods  reasonably  priced!— 
Myers  Bros.,  Williamsport,  Pa. 

Another  explosion  of  prices!— Tfce  Ed. 
Malley  Co.,  New  Haven,  Conn. 

Our  scalping  knife  is  almost  worn  to 
the  heftl— Crawford's,  St.  Louis,  Mo. 

Just  a  windfall,  that's  all.  Prices 
blown  away.— Hackett,  Carhart  ^  Co., 
New  York, 

Prices  that  insure  your  pocketbook 
against  a  vacuum! — The  Satisfactory, 
Saginaw,  Mich. 

Tremendous  possibilities  for  money- 
saving  !—McCitrdy  ^  Norwell  Co.,  Roch- 
ester, N.  Y. 

Prices,  quantities  and  qualities  over- 
shadowed !—FrcdertcA;  Loeser  S[  Co., 
Brooklyn,  N.   Y. 

Prices  that  make  it  wise  for  you  to 
anticipate  future  wants  l—Hanan^Mat- 
hewson  Co.,  Cleveland,  O. 

Prices  that  appeal  to  the  money-saving 
instincts  of  the  thrifty!—/.  N.  Adam 
^  Co.,  Buffalo,  N.  Y. 

Prices  on  strictly  summer  goods  go 
down  as  the  mercury  climbs  upward!— 
Stewart  ^  Co.,  Baltimore,  Md. 

Down  goes  the  price  and  away  go  the 
profits  and  a  slice  of  the  cost  \—The  Pal- 
ace Clothing  Co.,  Kansas  City,  Mo. 
Absurd  itrices.— Bradley's,  Bangor. 
Amazing    prices. — Joseph     Horn    Co., 
Pittsburg,  Pa. 

Price  temptations.— Mdr^irr**  Empo- 
rium, Fall  River,  Mass. 

Tumble-down  prices. — Wm.  Hahn  ^ 
Co.,  Washington,  D.  C, 

Below  zero  prices.— Frederick  Loeser 
^  Co.,  Brooklyn,  N,  Y. 

Sensationally  priced.— T^e  Denver  Dry 
Goods  Co.,  Denver,  Col. 

Prices  that  talk.— Pawi  Lowenthal  Dry 
Goods  Co.,  Waco,  Tex. 


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JEWELRY    ADVERTISING 


Ruthless  price  cuttings. — Hamburger's, 
Los  Angeles,  Cat. 

Dollars  do  double  duty  here. — Miller'a, 
Kenton,  O, 

Prices  cut  to  the  lowest  notch. — "The 
Fair,"  Muncie,  Ind. 

Heroic  price  cutting. — Columbus  Dry 
Goods  Co.,  Columbus,  O. 

Dollar  stretching  prices. — Pike  ^  Ma- 
doc,  Utica,  ^\  Y. 

Prices  blown  to  pieces. — Wood  Bros.  ^ 
Co.,  Chicago,  111. 

Some  intensely  interesting  underpric- 
ings.— Jones  Dry  Goods  Co.,  Kansas 
City,  Mo. 

Prices  are  radically  at  variance  with 
the  values.— /o«Z  Gut  man  ^  Co.,  Balti" 
more,  Md. 

A  rare  and  captivating  collection  of 
splendid  qualities  and  bargain  prices. — 
Adams  Dry   Goods  Co.,  New   York. 

Smart  things  in  furnishings  priced  to 
suit  slender  purses. — Heavenrich  Bros. 
^  Co.,  Saginaw,  Mich. 

These  prices  will  spur  housekeepers  to 
such  active  buying  that  many  will  be 
gone  in  a  jiffy.— Stewart  ^  Co.,  Balti- 
more, Md. 

Prices  that  will  bind  you  more  closely 
than  ever  to  the  trading  center  of  the 
masses.— r*«   Bailey   Co.,   Cleveland,   O. 

Astoundingly  small  prices. — Macy*s, 
New  York. 

Trifling  prices. — Joseph  Home  Co,, 
Pittsburg,  Pa. 

Absurdly  low  prices. — The  Economy, 
Goshen,  Ind. 

Price  lessened. — The  Boston  Store,  Mil- 
waukee, Wis, 

Helpfully  priced. — A.  Edmondson, 
Morecambe,  Eng. 

Prices  are  ruined. — Edmondson-Per- 
rine  Co.,  Pittsburg,  Pa, 

Labor  saving  prices. — Fitzgerald  Dry 
Goods  Co.,  Peoria,  III. 

Prices  cut  and  slashed. — The  Paris, 
Salt  Lake  City,  Utah. 

Boldest  price  cutting. — The  Kleinhaus 
Co.,  Bufalo,  N.  Y, 

Profitless  prices  prevail. — W,  A,  Me- 
Naughton  Co.,  Muncie,  Ind. 

Friend-winning  prices. — Goodfellow*s, 
Minneapolis,  Minn. 

Prices  fairly  astounding. — Schelesinger 
^'  Mayer,  Chicago,  III. 

Unmerciful  price  reductions. — Hahne 
ijf  Co.,  Newark,  X.  J. 

Additional  bargain  prices. — Robert 
Wright  ^  Co.,  Brockville,  OnL 


Crowd    bringing    prices. — The  Boston 
Store,  Worcester,  Mass. 

Emptying-out        prices. — Jones      Dry 
Goods  Co.,  Kansas  City,  Mo, 

Prices  are  slashed  right  in  two. — A.  L. 
Nichols,  Fall  River,  Mass. 

September  price  economies. — The  Scott 
Dry  Goods  Co.,  Cleveland,  O, 

Prices  that  will  astonish  you. — H,  C, 
Wendland  ^  Co.,  Bay  City,  Mich. 

Stock's  price  wrecked. — The  A,  T, 
Lewis  4*  Son  Dry  Goods  Co.,  Denver. 

The  zenith  has  been  reached  in  price 
cutting. — Hamburger's,  Los  Angeles. 

This  sale  cuts  the  very  life  out  of 
prices. — Family  Shoe  Store,  Washington. 

Prices  that  will  keep  you  cool,  even 
this  hot  weather. — People's  Furniture 
Store,  Des  Moines,  la. 

Prices  have  shrunk  to  a  mere  insignifi- 
cance.—TAe  N.  P.  Nelson  Co.,  Galesburg. 

Now  comes  stock-taking. — You  know 
what  thi|t  means.  All  stocks  must  be 
carefully  and  judiciously  reduced  be- 
fore the  semi-annual  balance  sheet  is 
rendered.     What  is  the  consequence? 

Half-price  is  still  the  magnet.  But 
every  day  sees  the  gaps  in  the  sizes 
widen;  the  variety  grow  less.  This  is 
one  of  those  sales  you  want  to  attend 
without  delay.  Buy,  and  you'll  be  glad 
you  did;  delay,  and  you'll  regret  it. — 
Saks  4*  Company,  Indianapolis,  Ind. 

Lee-way   prices.— 5.   S.   Lee,    Trenton. 

Quick-march  prices. — SeigeUCooper 
Co.,  New  York, 

A  cold  cut  in  prices. — Grunder  ^ 
Watson,  Minerva,  O.  ^ 

Deeply  slashed  prices. — Solomon  4f 
Ruben,  Pittsburg,  Pa. 

Equalizing  prices.— T^c  David  C, 
Beggs   Co.,   Cleveland,   O. 

Prices  are  amazing. — Hudson  Bay 
Stores,   Vancouver,  B.  C. 

Price  surrender  in  all  goods. — Long- 
ley's,  New  Haven,  Conn. 

Prices  that'll  tempt  slim  purses.— J. 
D.  Matthews'  Sons,  Brooklyn,  N.  Y, 

No  prices  in  the  city  so  utteriy  re- 
markable.— Hale's,   Los   Angeles,   Cat, 

Tremendous  price  cuts! — The  Metro- 
politan Dry   Goods  Co.,  Saginaw,  Mich. 

Cutting — slashing — smashing  prices. — 
A,   Livingston   ^-   Sons,    Burlington,    la. 

Shelf  emptying  and  counter  clearing 
prices.— Bo<7<^*    ^   Buhl,    Pittsburg,   Pa. 

The  mark-down  man  has  made  havoc 
with    prices. — Oliver   Rothert,   Altoona, 

Prices  slashed  from  end  to  end. — The 
Paris  Millinery  Co.,  Salt  Lake  City. 


JEWELRY    ADVERTISING 


lOT 


CASH 


t9 


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Rinks — "  Is  your  grocer  in  the  trust? 

Jinks — "  Yes,  but  it  doesn't  affect  me.' 

Rinks—"  Xo?  " 

Jinks — "  No;  I  have  to  pay  cash." — Baltimore  American. 


It  pays  to  pay  cash. — OUver-Finnie 
Co.,  Little  Rock,  Ark. 

You  can  afford  to  pay  carfare  to  visit 
the  store  where  cash  talks.— Green  Front 
Market,  Altoona,  Pa, 

We  buy  for  cash.  We  sell  for  cash — 
don't  have  any  debts  to  make  up. — Jones 
Dry  Goods  Co.,  Kansas  City,  Mo, 

Business  is  business,  and  can  best  be 
done  to  the  advantage  of  dealer  and  con- 
sumer on  a  cash  basis.  We  want  your 
good  will  and  co-operation. 

Don't  ask  for  credit.  It  is  unpleasant 
for  us  to  refuse.  You  want  proper  at- 
tention and  value  for  cash.  We  propose 
to  offer  all  we  can.  Shade  prices  when- 
ever possible,  and  offer  every  inducement 
to  secure  your  trade  pleasantly.  Will 
take  due  bills  as  cash,  but  under  no  con- 
sideration will  we  allow  credit  or  ban- 
tering in  T^riQts.— Henry  Carter,  Simcoe, 
Ont. 

Where  cash  wins.—/.  N,  Zurlinden, 
Kenton,  O, 

We  sell  for  cash,  which  means  no  bad 
debts,  which  means  lowest  prices. — J. 
H.  Batton,  San  Bernardino,  Cal, 

Cash  buys  big  values  in  our  furniture 
and  house-outfitting  store.  Cash  always 
commands  the  biggest  bargain.  It  al- 
ways gets  the  richest  value.  Every  day 
you  see  proof  of  this.  We  go  into  the 
market  with  money  to  plank  down  for 
what  we  buy.  We  can  crowd  the  price 
down  to  its  lowest  notch.  When  we  sell 
we  get  cash  to  go  out  and  buy  more  big 
values.  When  we  get  cash  we  do  not 
have  to  lose  by  bad  debts  or  for  the 
keeping  up  of  an  expensive  credit  de- 
partment. That's  why  your  cash  is  bet- 
ter here;  that's  why  we  can  afford  to 
make  the  low  prices  we  do.  Read  the 
news  of  values  below,  it  will  pay  you. — 
Jones  Dry  Goods  Co.,  Kansas  City,  Mo. 

Just  for  Saturday,  and  for  cash.— 
Carrow  Market,  Ottumwa,  Iowa, 

It's  cash  that  talks  in  buying  meats.^ 
The  Acme  Cash  Market,  Binghamton, 

A  credit  merchant  carries  two  stocks 
of  goods:  One  in  the  store;  the  other 
scattered  among  his  credit  customers. 


Carrying  customers  on  the  books  in- 
creases the  cost  of  doing  business.  It's 
one  of  the  things  that  compel  merchants 
to  get  high  prices  from  those  who  pay. 

Why  don't  you  pay  cash  and  be  inde- 
pendent? Trade  where  prices  are  fig- 
ured on  a  spot  cash  basis. — The  New 
York  Racket,  Salem,  Ore. 

It  Pays  to  Pay  Cash  at  a  Cash  Store. 
— Our  prices  are  positively  the  lowest  in 
Pueblo.  Our  business  this  month  sur- 
passes that  of  any  previous  month  since 
we  opened.  The  reason  is  simply  that  in 
times  when  economy  becomes  neces^ary, 
trade  inclines  toward  the  store  that  gives 
the  best  values  for  the  money.  Having 
always  sold  for  cash,  we  don't  have  to 
add  anything  to  our  prices  to  make  up 
for  losses  occasioned  by  poor  credits. 
This  means  a  real  substantial  saving  to 
every  customer — and  you'll  find  it  so. 
Come  and  prove  us.  You'll  find  good 
values,  even  beyond  your  expectations. 
— Bernstein's,  Pueblo,  Cal, 

We  invite  cash  buyers  to  take  advan- 
tage of  our  determination  to  still  increase 
our  Woonsocket  business  and  defy  any 
attempt  to  equal  our  cut  prices  by  any 
of  the  venders  giving  prize  packages  with 
sticky  wares. — Rogans,  Woonsocket,  R.  I. 

From  a  credit  to  a  cash  basis.  We  pay 
cash  for  our  goods  and  get  the  benefit 
of  the  cash  discount.  We  sell  them  for 
cash  and  give  you  the  benefit  of  this 
discount.  We  find  that  by  carrying  on 
a  strictly  cash  business  we  can  give  our 
customers  better  goods  for  less  money 
than  we  can  bv  the  credit  svstem.  That 
is  the  reason  for  the  change.  Judging 
by  the  crowds  which  visit  our  store  daily 
this  move  on  our  part  has  met  with 
hearty  approval. — York  Bargain  King, 
York,  Pa. 

The  power  of  the  Macy  cash  system  in 
creating  matchless  economies  was  never 
illustrated  more  convincingly.  The  in- 
terest caused  by  these  sales  is  unprece- 
dented. Practically  every  department  in 
this  great  store  contributes  special  val- 
ues from  stocks  worth  in  the  aggregate 
$3,000,000.— Jl/ac^'*,  New  York,  N.  Y, 


PRICES 


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108 


JEWELRY    ADVERTISING 


The  Dry  Goods  Economist  says:  "No 
man  who  has  understanding  sufficient  to 
carry  him  through  the  first  proposition 
of  Euclid  can  question  the  contention 
that  the  merchant  who  sells  for  cash  can 
be  content  with  smaller  margins  than 
one  who  credits.**  If  not,  why,  may  we 
ask,  is  so  much  emphasis  in  current  pub- 
licity laid  upon  the  spot  cash  feature 
of  various  fortunate  purchases?  If  the 
public  can  buy  to  as  good  advantage  on 
a  credit  basis,  how  does  it  happen  that 
the  merchant  cannot?  If  either  could, 
surely  both  could,  but,  of  course,  neither 
can  and  neither  does.  We  sell  strictly 
for  cash  and  are  content  with  little 
profits.— JAe  Bi^  Cash  Store,  SL  Thom- 
as, Out. 

We  sell  for  cash,  give  no  discounts 
and  pay  no  commissions.  Our  low  prices 
are  historical.  The  depositors'  account 
department  was  organized  as  a  conven- 
ience for  our  patrons — one  affording 
every  advantage  of  a  credit  system  and 
none  of  its  drawbacks.  Deposit  a  sum 
of  money — large  or  small — make  pur- 
chases in  the  usual  way  and  have  them 
referred  to  the  account  for  payment. 
Monthly  statements,  showing  the  con- 
dition of  the  account,  will  be  mailed  to 
you.  Interest  at  the  rate  of  four  per 
cent.,  compounded  every  three  months, 
will  be  allowed  on  your  daily  balance. 
Your  deposits  cannot  be  drawn  against 
by  check  for  expenditures  made  outside 
of  the  store,  as  we  do  no  banking  busi- 
ness; but  any  or  all  of  it  can  be  with- 
drawn at  any  time. — Macy's,  yew  York. 

Cash. — It  is  the  cash  that  talks.  If 
you  have  the  money,  we  have  the  goods. 
We  know  we  can  save  you  20  to  30  per 
cent,  on  TOur  investment. — yickle-Plate 
Grocery  Company,  Alliance,  O. 

^Cash!  Cash!!  Cash!!!— Cash  is  the 
only  lever  which  can  move  any  goods  out 
of  our  house  from  this  date  on  until  we 
give   further  notice. — Oeltz,  Mansfield. 

When  you  pay  cash  you're  entitled  to 
the  savings  in  cash,  and  get  them  here, 
too.  Any  item  here  or  any  item  in  the 
store  will  prove  our  prices  lowest. — Bo«- 
ton  Store,  Chicago,  III. 

Saves  you  all  the  dealers'  profit.  We 
sell  for  cash  only,  which  enables  us  to 
make  our  astonishingly  low  prices,  as  we 
have  no  bad  accounts  or  excessive  selling 
expenses  to  add  to  our  costs. — The  Gold 
Coin  Stove  Co.,  Troy,  N.  Y. 

VSTien  you  aim  to  pay  cash,  come  here 
and  save  the  difference  in  price. — The 
Bee  Hive,  Charlotte,  N.  C. 

Buying  for  cash,  selling  for  cash,  en- 
ergy, truth  and  capacity  are  the  living 


principles  responsible  for  the  marvelous 
growth  of  business  at  this  genuine,  dyed 
in  the  wool  "cash"  dry  goods  store.  Bay 
City  "Cash"  Dry  Goods  Co.  is  our  trade 
mark.  It  means  something.  It  stands 
for  "cash"  in  both  buying  and  selling. 
It  stands  for  first  quality,  high  grade, 
stylish  and  satisfactory  merchandise  at 
the  lowest  "cash'*  selling  prices.  It  means 
all  these  things  to  the  store.  It  means 
all  these  things  and  more  to  our  custom- 
ers. This  store*s  policy  is  buy  cheap,  sell 
cheap  and  satisfy. — Bay  City  "Cash" 
Dry  Goods  Co.,  Bay  City,  Mich. 

Buying  for  Spot  Cash  and  saving  the 
Profit-Sharing  Coupons  is  just  like  plac- 
ing money  in  the  bank.  The  customers 
of  this  store  always  have  that  sense  of 
satisfaction  at  having  something  laid 
aside  for  a  "rainy  day."  The  Profit- 
Sharing  Coupons  enable  them  to  furnish 
their  homes  without  cost,  and  the  dif- 
ference between  our  small  profit  prices 
and  what  they  are  forced  to  pay  else- 
where means  a  snug  little  bank  account. 

Buying  for  cash,  selling  for  cash- 
energy,  truth,  enterprise  and  modern 
methods,  are  the  living  principles  respon- 
sible for  the  marvelous  growth  of  busi- 
ness at  this  reliable  "dyed-in-the-wool** 
cash  store.  We  buy  in  enormous  quan- 
tities direct  from  the  manufacturers  and 
sell  first-class  merchandise  at  the  closest 
possible  margin  of  profit.  In  buying 
here  you  are  not  paying  the  middlemen 
a  profit  because  all  our  goods  come  di- 
rect from  the  largest  makers  and  pro- 
ducers. Our  shrewd,  wide-awake  buy- 
ers never  close  their  eyes  when  the  pub- 
lic's interests  are  at  stake.  Their  one 
aim  and  purpose  is  to  gain  the  biggest 
possible  price  concessions  that  reaay 
cash,  constant  attention  and  tactful  man- 
oeuvring can  secure.  In  buying  of  us  you 
are  absolutely  certain  that  the  merchand- 
ise will  be  first-class.  Anything  proving 
unsatisfactory  will  be  willingly  exchanged 
or  money  refunded  without  question.— 
Clarke  Bros.,  Scranton,  Pa. 

Do  you  want  the  best  for  the  smallest 
cash  price?  If  so  "The  People's  Store** 
must  be  your  watchword,  and  if  you  are 
a  stranger  in  the  city  a  visit  to  this  store 
Tuesday  will  prove  to  you  the  truth  of 
our  claim,  viz.:  "We  sell  the  best,  yet 
the  price  is  small."  We  buy  and  sell 
for  cash  only.  That's  why. — People'9 
Store  Co.,  Tacoma,  Wash, 

Installment  dealers  can't  compete  with 
our  low  cash  prices  and  live.  They  have 
elaborate  and  expensive  collection  systems 
and  their  court  and  lawyer's  fees  are 
large  items. — The  Excelsior  Clothing  Co,, 
Binghamton,  N,  Y, 


JEWELRY    ADVERTISING 


109 


I  am  selling  goods  for  money  and  not 
for  the  pleasure  of  putting  some  one's 
name  on  my  books.  It  costs  a  store  ten 
per  cent,  more  to  sell  goods  on  credit. — 
Swift's,  Los  Angeles,  Cal, 

This  store  is  a  cash  store.    It  has  the 
buying   machinery   of   the    Kansas   City 
store,  with  all  its  great  prestige  in  cash 
buying,  at  its  disposal.     Thirty  trained 
buyers    in    the    Kansas    City    store,   as- 
sisted by  the  buyers  who  have  helped  to 
build  the  Kemper  &  Paxton  business,  are 
using   cash   in   buying  the   great  values 
for  this  Topeka  store.     The  vast  quali- 
ties that  can  be  handled  by  this  big  store 
and  the  great  Kansas  City  store  com- 
bined make  low  prices  as  easy  as  any- 
thing can  be.     Then  when  we  place  our 
close  cash  prices  on  these  goods,  no  risk 
of   loss,    no   expensive   bookkeeping,    no 
stock  of  merchandise  on  the  credit  books 
and  another  in  the  shelves— we  say  when 
we  put  our  close  cash  selling  price  on 
these  close  bought  goods,  we've  got  bar- 
gains  no   store   in  this   western  country 
can  match.— /one*  Dry  Goods  Co.,  To- 
peka, Kansas. 

The  Bay  City  **Cash"  Dry  Goods  Store, 
the  home  of  "cash"  business  values.  The 
popular  rendezvous  of  thrifty  money- 
saving  thousands  within  and  outside  the 
broad  confines  of  the  city.  There's  an 
every-day  onward  march  in  the  Bay  City 
"Cash"  Store.  Throngs  of  contented  and 
satisfied  buyers  at  every  counter.  There's 
a  homelike  air  of  comfort  and  confi- 
dence on  every  face.  Confidence  in  the 
store.  Confidence  in  the  goods.  Confi- 
dence in  the  prices.  Money  is  power. 
The  bed  rock  of  our  strictly  "cash"  plan 
in  both  buying  and  selling.  The  best  of 
merchandise  within  the  reach  of  toiling 
millions.— Bay  City  Cash  Dry  Goods 
Store,  Bay  City,  Mich. 

At  no  previous  sale  have  we  offered 
such   Bargains   at   Half-Price  in   High- 
Class   Merchandise.     Every   Dry   Goods 
Department  in  the  store  is  represented. 
Buy  for  Cash  and  buy  all  you  can. — 
Hills,  McLean  ^  Haskins,  Binghamton. 
Now,  to  your  profit     Nearly  75  per 
cent,  of  the  Grocery  business  done  in  this 
country  is  done  on  credit.     Every  time 
a  cent's  worth  is  bought  on  credit  some 
one   loses  money.     If  it  isn't  the  mer- 
chant,  it   is   the   customer,   for  cash   is 
King,  and  always  will  be  all  powerful  in 
the  commercial  world.    Any  one  can  buy 
anything  cheaper  for  cash  than  on  time. 
We   buy    for   cash,   we    sell   for   cash — 
treating  all   with  the   same  liberality — 
giving   all   the   same   guarantee — "Satis- 
faction  or  Your   Money   Back.'*— Jones 
Dry  Goods  Co.,  Kansas  City,  Mo, 


Selling  for  cash  means  no  bad  debts. 
It  means  also,  that  you  do  not  pay  an 
added  profit  to  cover  hire  of  extra  book- 
keepers and  bill  collectors.  It  also  means 
we  buy  for  cash  and  take  the  discount 
This  is  no  theory,  we  have  had  it  in 
active  practice  many  years.  Our  cash 
basis  is  a  safeguard  to  both  of  us.  If 
out  of  city  write  for  illustrated  cata- 
logue.— Mulford,  Jeweler,  Memphis. 

The  fact  that  this  store  does  offer 
these  cash  bargains  is  proof  enough  that 
we  are  able  to  sell  for  less.  To  buy 
and  to  sell  for  cash  is  the  most  clear 
cut  way  to  trade  we  know  of.  When  we 
buy  goods,  we  buy  in  big  quantities,  be- 
cause we  have  the  outlet.  We  pay  spot 
cash  and  thereby  secure  the  lowest 
prices,  which  no  credit  store  can  buy  at, 
because  the  store  that  gives  credit  to  its 
customers  must  ask  credit  of  the  whole- 
saler. We  add  a  small  profit,  because 
selling  for  cash  does  away  with  all  the 
losses  that  a  credit  store  suffers  from 
bad  accounts. — Jones  Dry  Goods  Co., 
Topeka,  Kan, 

Midwinter,  with  all  its  drawbacks, 
brings  one  blessing  to  the  working  peo- 
ple. It  is  the  season  of  low  prices  on 
general  merchandise.  Do  not  forget  that 
Houghton  ^  Dutton  lead  the  procession 
in  low  prices,  a  fact  made  possible  by 
our  spot  cash  system  of  buying  and  sell- 
ing. It  pays  to  pay  casti.—H  ought  on  I* 
Dutton,  Boston,  Ma^s, 

Is  cash  your  comforter  or  credit  your 
worry?      Vermelto    and    his    wonderful 
tricks!     As  baffling  as  the  credit  man's 
monthly   settlement.     All   day    Monday, 
Tuesday  and  Wednesday  Vermelto  will 
do  the  wizard  act  in  our  show  window. 
It's  the  "presto  change"  that  any  one 
can  do  if  he  only  knows  how.     Just  as 
smooth  and  slick  is  the  sweetened  talk 
of  the   fellow  who  charges  you  $20  on 
credit  for  the  identical  suit  we  sell  for 
$10  cash.     Vermelto  has  you  hypnotized 
and  so  has  the  credit  man.    Vermelto  is 
a  vendor   of   tricks   and   he'll   tell   you 
all  about  the  vanishing  handkerchief  for 
25c.     That's   the   living  he   gets   out   of 
his  job.     Our  living  is  selling  reputable 
merchandise  for  cash,  at  one-quarter  and 
one-half  less  than  the  man  whose  familj: 
of    non-collectibles    accumulate    in    his 
ledger  and  the  difference  figured  up  on 
the  good   friends   that  pay.     There   are 
two   ways  to   look   at  matters.     One   is 
through    sentiment— the    other    through 
business  lens.     If  you  have  an  eye  for 
business  you  choose  to  be  independent 
from  and  under  no  obligations  to  your 
merchant.     That's   paying  cash.-— F.   E. 
Mistrot,  Galveston,  Tex. 


CASH 


CASH 


i 


■ 


110 


JEWELRY    ADVERTISING 


Cash  counts. — Clarke  Brothers,  Scran- 
ion,  Pa, 

Selling  for  cash  only  enables  us  to 
make  lower  prices  than  credit  stores 
can  make.  Watch  our  daily  ads  and  com- 
pare our  prices  with  the  credit  store 
prices. — Weinstein'a,  Great  Falls,  Mont, 

Spot  cash — that  unerring  business  bul- 
let— is  always  used  by  us,  and  we  get 
every  concession  that  money  can  give.— 
iV.  Y.  Mail  Order  Store,  New  York, 

We  get  cash  for  goods  and  give  you 
the  best  goods  cash  will  buy. — John  R, 
Siefert,  San  Diego,  Cat. 

I  have  taken  an  oath  to  sell  for  cash 
only;  not  to  trust  any  person  at  this 
store;  not  to  sign  either  bond  or  note, 
or  become  security  for  any  party.  Sub- 
scribed and  sworn  to  before  C.  W.  John- 
stone, J.  P.,  Phoenix,  Arizona,  C.  W. 
McKEE. — McKee's  Cash  Store,  Phoenix. 

Here  is  a  crowded,  newsy  page  of 
big,  honest  values  we  are  able  to  offer 
because  we  buy  and  sell  for  spot  cash, 
losing  nothing  through  bad  debts. — Jones 
Dry  Goods  Co.,  Kansas  City,  Mo. 

We  conduct  a  cash  business — buy 
larger  quantities  of  goods  than  any  other 
similar  house  on  the  Coast.  Our  prices, 
of  course,  are  much  lower  than  Arms 
which  buy  in  small  quantities — the  per- 
centage of  profit  may  be  the  same — still 
our  prices  are  considerably  less — no 
doubt  you  catch  the  point. — John  Breuner 
Co.,  Sacramento,  Cal. 

Cash  here,  versus  credit  elsewhere.  No 
man  who  will  stop  to  think  a  moment 
can  question  the  contention  that,  every- 
thing else  being  equal,  the  merchant  who 
sells  for  cash  can  be  content  with  smaller 
margins  than  one  who  credits.  If  not, 
why,  may  we  ask,  is  so  much  emphasis 
in  current  publicity  laid  upon  the  "spot 
cash"  feature  of  various  fortunate  pur- 
chases? If  the  public  can  buy  to  as 
good  an  advantage  on  a  credit  basis, 
how  does  it  happen  that  the  merchant 
cannot?  If  either  could  surely  both 
could.  But,  of  course,  neither  can  and 
neither  does.— Wise,  Smith  ^  Co.,  Hart- 
ford, Conn. 

Our  cash  system  of  selling  meats,  vege- 
tables and  fruits  is  a  sort  of  savings 
institution  that  Portland  people  seem  to 
appreciate.  It  puts  us  in  a  position  to 
quote  low  prices  that  the  credit  merchant 
can't  touch.  Through  fostering  economy 
in  our  patrons  it  sews  up  many  a  leaky 
pocketbook. — Mercier  Meat  Market, 
Portland,  Me. 

Prices — What  a  world  of  power  in  the 
price.     The   strength  is   iu  their  little- 


ness. Keeping  hammering  away  day  in 
and  day  out,  shopping  around  with  cash 
and  then  selling  for  cash  is  what  makes 
this  the  busy  store  in  summer.  Listen 
to  the  bargains  we  are  able  to  offer  for 
to-day. — Jones  Dry  Goods  Co.,  Kansas 
City,  Mo. 

We  buy  the  best  produced.  We  sell 
no  goods  on  the  installment  plan. 
Therefore  we  have  no  bad  accounts  for 
you  to  help  pay.  Neither  do  we  charge 
you  for  the  services  of  collection,  as 
we  have  none. — C.  F.  Hausberger  4"  ^o., 
Columbus,  O, 

We  do  as  we  advertise.  Satisfaction 
or  money  back.  No  charges  made — 
Strictly  cash.— r*«  Hub,  Bay  City,  Mich, 

Arouse — Arise — Assert  Your  Rights.— 
Shake  off  the  shackles  of  high  prices  and 
legalized  extortion.  Prepare  for  a  week 
of  unparalleled  cheap  selling  at  the  Bay 
City  "CASH"  Dry  Goods  Store.  A 
seething  maelstrom  of  values  in  a  whirl- 
wind of  panic  stricken  prices..  Every 
department  in  the  store  is  at  the  kind  and 
tender  mercies  of  a  money-saving  peo- 
ple.— Cash  Dry  Goods  Co.,  Bay  City. 

Spot  cash — the  gospel  of  good  business. 
It  was  ready  money  that  made  this  manu- 
facturers' clearance  sale  possible.  Anx- 
ious to  sell,  willing  to  sell  cheaply,  we 
caught  the  manufacturers  when  courage 
was  weak  and  the  market  nervous.  We 
struck  them  with  spot  cash,  money  down, 
meant  immediate  relief  and  they  took 
their  medicine — not  without  a  grimace, 
but  they  took  it.  The  Globe  doesn't  in- 
vest spot  cash  in  questionable  property, 
not  at  any  price.  Quality  the  steel,  low 
price  the  flint,  the  spark  struck  from  the 
two,  that's  a  Globe  store  bargain.  That's 
worth  remembering  just  now. — The 
Globe,  Youngstown,  Ohio. 

The  cash  buyer  gets  the  closest  pos- 
sible price,  as  he  should ;  the  credit  buyer 
pays  what  the  accommodation  costs  and 
knows  precisely  what  the  cost  is — an 
advantage  possible  only  when  dealing 
with  a  one-price  firm.— Geo.  T.  Brodnax, 
Memphis,  Tenn. 

"  We  sell  for  cash,  give  no  discounts 
and  pay  no  commissions.  This  is  the 
only  big  store  we  know  of  that  does  a 
strictly  cash  business,  and  yields  no  con- 
cessions that  all  may  not  share.  Such  a 
system  creates  money-saving  opportuni- 
ties and  enables  us  to  underscll^asily 
undersell— all  other  stores.  It  provides 
the  best  values  for  those  who  spend 
money  open-handedly,  as  well  as  for 
that  larger  class  whose  purchases  are 
controlled  by  the  strictest  economy.^ 
Macy's,  New' York,  N,  Y. 


JEWELRY    ADVERTISING 


111 


VALUES 


"  This  offer  of  your  heart  and  hand  is  very  sudden,** 
said  the  summer  girl,  "  hut  I  will  take  it." 

"  Ah!  '*  gasped  the  swell  dry  goods  clerk,  badly  rattled. 
"  Will  you  take  it  with  you  or  shall  I  send  it  home?  '* — 
Philadelphia  Ledger. 


CASH 


Sharp  merchandising  methods  have 
made  possible  the  splendid  values  of 
this  sale — price  advantages  which  are 
attracting  thousands  of  customers — 
many  thousands  more  than  in  previous 
similar  events.  Orders  scarcely  cover- 
ing the  cost  of  the  materials  are  placed 
in  the  makers'  dull  season— every  possi- 
ble opportunity  to  secure  special  pur- 
chases is  eagerly  sought  out — the  enor- 
mous quantities  of  our  orders  placed 
in  the  regular  channels  bring  us  price 
concessions  enjoyed  by  no  other  store. — 
Marshall  Field  ^  Co.,  Chicago,  III. 

Many  of  our  best  values  are  not  men- 
tioned in  our  uewspapei<  advertising. 
These  are  small  assortments— perhaps 
enough  for  less  than  a  day's  selling. 
They  are  always  placarded  with  white 
cards — our  regular  "not  advertised" 
cards.  Look  for  them. — Macy's,  New 
York,  N.   Y. 

It  is  not  economy  to  jump  at  every 
"catch-penny"  offering  that  is  made. 
Take  a  certain  value  and  compare  the 
prices  as  found  at  different  stores  upon 
it,  and  buy  where  you  can  get  it  for 
the  least.  We  can  save  you  money  for 
we  buy  as  jobbers,  and  save  the  middle- 
man's profit.  We  save  it  for  you.  We 
clip  it  off  of  the  regular  retailer's  price, 
and  simply  give  it  to  you. — Jos.  Szold 
^  Son,  Peoria,  Ul. 

To  supply  every  want  to  the  best  ad- 
vantage, do  your  buying  at  Rothschild's. 
A  little  indulgence  in  careful,  critical 
comparisons  will  establish  the  fact  that 
the  best  values  in  thoroughly  dependable 
merchandise  are  here.  To-day  Me  sub- 
mit a  page  of  bargain  news  that  it 
would  be  sheerest  extravagance  for  the 
economically  inclined  person  to  disre- 
gard.— Rothschild    ^   Co.,    Chicago,    III. 

The  order  to  clear  stocks  is  being 
rapidly  enforced.  Every  department  is 
responding  with  an  array  of  values  that 
wise  women  and  men  find  most  attrac- 
tive. The  program  of  great  values 
arranged  for  to-morrow's  business  hours 
is  quite  the  best  yet.     Involved  are  the 


high-grade  goods  for  which  this  store 
is  justly  famed — new,  fresh  and  per- 
fectly correct,  from  every  view-point — 
but,  as  it  is  our  invariable  rule  to  clear 
each  season's  stock  by  the  end  of  the 
season,  value  and  cost  are  lost  sight  of 
and  the  most  sweeping  reductions  are 
made.  The  amended  announcement  tells 
of  great  money-saving  opportunities  for 
men.  Our  name — Journeay  &  Burn- 
ham — is  sufl&cient  guarantee. — Journeay 
4'  Burnham,  Brooklyn,  N.  Y, 

There  is  positively  no  excuse  for  the 
low  prices  mentioned  below — we  simply 
have  the  goods  to  sell  and  you  may 
judge  for  yourself  the  fairness  of  our 
proposition.  We  always  give  a  "  square  ' 
deal  for  a  "round"  dollar. — Cart- 
Wright's,  San  Bernardino,  Cal. 

Every  bit  of  merchandise  belonging  to 
the  winter  season  must  be  cleared  ere 
the  demand  for  spring  goods  becomes 
active  and  sustained.  "  The  new  must 
borrow  nothing  from  the  old."  The 
wearing  season  doesn't  parallel  the  sell- 
ing season,  hence  the  advisability — the 
wisdom  of  profiting  in  the  chances  re- 
corded in  the  extra  value  items  that  fill 
this  page  daily. — W,  H.  Scroggie,  Mon- 
treal, Can. 

The  week  past  was  very  unfavorable 
to  selling.  Business  got  a  jolt  by  the 
conditions  which  caused  so  many  of  you 
to  wisely  stay  at  home.  Now,  such  a 
business  can't  be  well  left  alone  ;  we 
must  try  and  make  up  the  lost  days. 
This  week  the  most  unusual  sort  of 
values  are  offered.  We  are  content  to 
sell  at  prices  sufficiently  reduced  to  run 
up  and  multiply  the  sales;  to  your  bene- 
fit the  savings  are  very  great. — Davison- 
Paxon-Stokes  Co.,  Atlanta,  Ga. 

An  opportunity.  The  expansion  sale 
has  created  the  greatest  furniture  buy- 
ing opportunity  this  store  has  ever  of- 
fered. Everything  in  this  large  estab- 
lishment has  been  priced  at  one-half  the 
original  value  and  some  merchandise  at 
even   a   lesser  figure.^-C/eafor**  Reno. 


VALUES 


V. 


112 


JEWELRY    ADVERTISING 


iLast  day  witnesses  an  improvement  in 
the  values  given  in  many  departments. 
The  Ladies'  Coat  Section  is  particularly 
aggressive — half  price  has  been  the  in- 
centive to  buy  a  coat  since  the  month 
commenced,  but  less  than  half  price 
will  buy  many  of  the  coats  to-morrow. 
With  other  departments  in  the  same 
frame  of  mind  you  will  doubtless  ap- 
preciate the  benefit  of  finishing  the 
month  with  a  visit  on  shopping  bent  to 
"The  Store  of  Satisfaction.*'—  W,  H, 
Scroggie,  Victoria  Si.,  Montreal,  Can, 

I  Remember,  we  sell  just  what  we  ad- 
vertise and  a  dollar  saved  is  a  dollar 
made  and  this  sale  is  truly  the  talk  of 
the  town,  for  the  values  we  give  are  bet- 
ter and  greater  than  we  can  tell  you 
here,  for  you  must  see  the  goods  we  are 
selling  at  this  great  sale  for  that  will 
tell  you  its  own  story.  This  sale  can- 
not last  long  for  the  prices  we  have  i>ut 
on  the  goods  are  doing  the  work  and  you 
are  truly  making  money  when  you  buy 
here.  Don't  wait  until  the  best  things 
are  gone  ;  come  and  see  the  bargains 
we  are  oflFering.  The  wise  man  buys 
when  the  opportunity  comes  ;  now  be 
wise. — Hunger  ^  Long,  Camden,  N,  J, 

Presenting  absolutely  the  best  valuet 
ever  offered  in  the  northwest.  For 
months  we've  been  planning  and  work- 
ing to  make  it  the  most  intensely  inter- 
esting sale  ever  held.  The  prudent  house- 
wife, the  boarding  house  keeper  and  the 
hotel  and  restaurant  man  will  all  be  here 
to  participate  in  this  mighty  money- 
making  event. — jB.    Weil,  Spokane,  Wash, 

Incomparable  values.  A  sale  which 
brings  the  choicest  dress  trimmings, 
largely  of  exclusive  designs,  to  your  sew- 
ing table  at  such  generous  reduced  prices 
so  early  in  the  season  that  it  is  calcu- 
lated to  arouse  enthusiasm.  Fashion 
prescribes  the  use  of  trimmings  to  a 
greater  extent  than  ever  this  year.  At 
this  sale  you  can  get  the  finest  silk  ap- 
plique in  black  and  colors,  plain  and 
fancy  braids  in  white  and  colors,  spangle 
trimmings  in  silver,  gold,  steel  and  com- 
bination, jet  spangles,  jet  all-overs, 
fancy  all-overs,  fine  cut  jets,  fancy  belt- 
ings, elastic  beltings,  Richelieu  plaitings 
in  colors  and  soutache  braids,  all  at  re- 
duced prices. — Sage-Allen  ^  Co.,  Bart- 
ford.  Conn, 

Now  while  assortments  are  full  and 
styles  defined  we  offer  special  values, 
all  much  below  regular  prices.  Compari- 
son of  styles,  qualities  and  prices  with 
those  elsewhere  is  sure  to  result  in  our 
favor.  Therefore,  we  say,  don't  buy 
before  you   see   what   can  be   obtained 


here,  and  don't  buy  here  until  you  have 
satisfied  yourself  that  values  are  un- 
questionably the  best. — Boston  Cloak 
Store,  Trenton,  N.  J. 

You  can't  match  these  Saturday  values 
in  the  coat  and  suit  section.  Prove  us, 
that's  a  good  way  ;  look  about  and  com- 
pare the  freshness  of  style  (that's  first), 
then  the  beauty  of  the  workmanship  and 
the  worthiness  of  materials  embodied  in 
our  suits  and  coats  ;  compare  ours  with 
these  same  qualities  of  other  stores. 
You  can't  know  until  you  make  these 
comparisons  how  head  and  shoulders 
above  all  others  are  these  Saturday 
values  of  ours. — The  Oamble-Desmond 
Co.,  New  Haven,  Conn. 

No  such  values  have  ever  been  offered 
to  clothing  buyers  of  Troy  and  vicinity. 
Our  loss  is  your  gain.  Our  determin- 
ation not  to  carry  over  a  single  spring 
or  summer  garment  has  struck  the  popu- 
lar chord.  The  people  of  Troy  appreci- 
ate the  real  thing  In  a  sale,  and  we 
fully  appreciate  the  people  of  Troy  for 
their  hearty  support  and  liberal  re- 
sponse to  our  advertising.  We  are  posi- 
tively giving  the  people  the  greatest  bar- 
gains they  have  ever  had,  and  will  con- 
tinue to  do  so  till  every  spring  and  sum- 
mer garment  is  disposed  of. — Casper 
Cohn,  Troy,  N,  Y. 

With  one  bound  this  store  has  sprung 
into  public  favor.  Its  progressiveness  is 
appreciated  by  every  caller.  The  in- 
domitable ambition  to  undersell,  which 
has  made  the  great  Hart  man  chain  of 
stores  so  successful  in  other  cities,  is 
bound  and  determined  to  make  this  store 
a  permanent  leader  among  the  house- 
furnishing  concerns  of  Minneapolis  and 
vicinity.  We're  forging  to  the  front. 
We're  giving  the  public  such  values  as 
were  positively  unobtainable  in  this  sec- 
tion before  we  came.  We  can  undersell 
them  all  and  we're  certainly  doing  it 
now.  Come  and  revel  in  the  bargains. — 
Hartman  Furniture  and  Carpet  Co., 
Minneapolis,  Minn. 

It  so  happened  that  the  mill  in  Eng- 
land that  made  these  wools  was  in  the 
throes  of  stocktaking  when  our  buyer 
was  there.  It  was  a  good  time  to  make 
an  offer  and  clear  the  mill.  He  did,  and 
here  they  are.  The  reduction  to  us  was 
generous — same  to  /ou.  Make  your  se- 
lections early. — The  T,  Eaton  Co.,  TO' 
ronto.  Can. 

Some  very  wonderful  values  in  beau- 
tiful imported  costumes  are  to  be  had 
at  this  sale.  For  instance,  $-25  buys  a 
$47  costume,  and  $39  buys  one  worth 
$89.  But  these  are-  merely  samples. — 
Wise,  Smith  <§f  Co.,  Hartford,  Conn. 


VALUES 


ILLUSTRATED    ADVERTISEMENTS 


114 


JEWELRY    ADVERTISING 


It 


ii 


No.  437 

LOOKING  OUT  ON  THE 
WORLD 

through  the  medium  of  our  per- 
fectly fitted  glasses  you'll  see  it 
in  a  new  light.  Our  success  in 
filling  the  demands  of  the  most 
exacting  wearers  of  glasses  is  due 
to  our  use  of  the  finest  lens  and 
the  utmost  skill  with  the  best  sci- 
entific apparatus  for  testing  the 
eyes  and  fitting  glasses. 


This     shows     wording    and     illustrations, 
but  does  not  suggest  manner  of  display. 


THE   CONFIDENCE 

placed  in  this  house  is  well  de- 
served. It  is  California's  largest 
and  best  equipped  optical  house. 
Six  stores  and  six  factories  are 
constantly  engaged  in  caring  for 
the  optical  needs  of  the  public, 
and  doing  so  conscientiously  and 
well.  Our  latest  and  greatest  eye- 
help  is  the  Kryptok. 


No.  405 


IS    IT    WORTH    WHILE    TO 
SUFFER 

from  eye  ache,  headache  or  poor 
vision  when  relief  is  so  near  and 
can  be  had  at  such  small  cost? 
We  make  a  thorough  examination 
of  the  eyes  without  cost,  and  if 
glasses  are  needed  furnish  them  at 
the  lowest  possible  cost. 


This     shows     wording    and    illustrations, 
but  does  not  suggest  manner  of  display. 


THE  GREAT  ARMY  OF 
GLASS   WEARERS 

in  this  community  have  mostly 
been  fitted  at  our  place.  The  rea- 
son is  on  account  of  our  exact 
work.  No  person  is  ever  advised 
by  us  to  use  glasses  unless  they 
are  necessary.  But  when  we  do, 
our  fitting  is  absolute.  If  you 
suffer  from  headache,  or  poor 
vision,  we  would  be  pleased  to 
have  you  call  and  we  will  gladly 
tell  you  without  charge  the  true 
condition  of  your  eyes. 


JEWELRY    ADVERTISING 


115 


No.  193 

IT'S  THE  CONDITION  OF 
THE  EYES 

not  the  age  of  the  person  which 
determines  whether  glasses  are 
needed  or  not.  Thousands  of  chil- 
dren wear  glasses,  because  they 
need  them.  Thousands  of  other 
people  don't  wear  them,  because 
they  don't  need  them.  Weak 
eyes  should  be  assisted — made 
strong.  Glasses  will  do  it  if  they 
are  the  right  kind. 


This     shows     wording    and    illustrations, 
but  does  not  suggest  manner  of  display. 


Wearing  glasses  constantly  in 
after-life  may  be  avoided  if  the 
child's  eyes  have  early  attention. 
If  it  cannot  see  the  characters 
upon  the  board  easily,  or  holds 
its  book  too  close  or  too  far  away, 
or  is  drowsy  or  listless  and  has 
headache,  it  needs  glasses  that 
will  check  the  trouble.  Our  opti- 
cian's work  and  prices  will  suit 
you.     Eyes  tested  free. 


No.  377 

A  PAIR  OF  PROPERLY  FIT- 
TED GLASSES 

will  give  you  a  world  of  comfort 
that  you  will  scarcely  realize  with 
defective  vision.  The  best  advice 
we  can  give  you  is  to  have  us  fit 
your  eyes  with  glasses  that  are 
guaranteed  to  conform  to  their 
defects.  But  above  all,  don't  get 
a  pair  of  cheap  glasses  that 
"  will  do  for  now."  They  will 
bother  you  constantly  and  may 
injure  your  eyes  permanently. 


This     shows     wording    and    illustrations, 
but  does  not  suggest  manner  of  display. 


WHEN  YOU  COME  HERE 

to  have  your  eyes  fitted  with 
glasses  you  are  protected  by  a 
double  guarantee.  Our  guaran- 
tee, that  the  glasses  must  give  sat- 
isfaction or  your  money  returned. 
Second,  the  guarantee  which 
comes  from  the  work  we  have  al- 
ready done.  We  have  fitted  satis- 
factorily every  pair  of  glasses 
that  have  ever  gone  out  of  here. 
That  is  a  guarantee  that  w€  can 
and  will  do  the  same  for  your 
eyes. 


116 


JEWELRY    ADVERTISING 


1 


No.  369 

DO  YOU  SEE  WELL? 

Good  vision  assured  with  every 
pair  of  glasses  we  fit.  Comfort 
glasses,  contentment  glasses,  per- 
fect fitting  glasses.  We  will  sell 
you  a  perfect  fitting  pair  of 
glasses  that  will  make  you  feel 
contented  and  be  a  comfort  at 
work  of  any  kind.  Why  not  know 
for  certain  whether  you  need 
glasses  or  not  when  the  knowledge 
will  cost  you  nothing  and  may 
save  you  from  unnecessary  suf- 
fering from  headaches,  nervous- 
ness, etc. 


This     shows     wording    and    illustrations, 
but  does  not  suggest  manner  of  display. 


GUARD  YOUR  EYESIGHT 

by  having  your  eyes  examined  at 
the  first  sign  of  weakness.  Some 
persons  incur  the  grave  risk  of 
losing  their  sight  by  neglecting 
nature's  warnings,  simply  because 
they  are  afraid  of  the  expense. 
By  coming  to  me  the  expense  is 
reduced  to  the  minimum  consistent 
with  the  best  work.  My  oculists 
and  eye  surgeons  will  examine 
your  eyes  and  give  you  the 
most  trustworthy  advice  without 
charge.  If  glasses  are  needed  I 
will  furnish  the  right  kind. 


No.  380 

'ACCURATELY  FITTED 
LENSES 

are  a  boon  to  imperfect  eyes,  but 
mark  the  word  accurately.  If  the 
examination  is  not  methodical,  if 
it  is  not  scientific,  if  it  is  not  ex- 
haustive, there  can  be  no  accuT' 
acy  in  the  prescription^  and  the 
chances  are  that  a  seeming  benefit 
may  result  in  a  permanent  in- 
jury. 


This    shows     wording    and     illustrations, 
but  does  not  suggest   manner  of  display. 


WISDOM  SUGGESTS 

the  propriety  of  caring  for  your 
eyes  before  they  become  perma- 
nently defective.  Before  you  have 
to  spend  timCt  money  and  sacrifice 
comfort  in  undergoing  eye  treat- 
ment or  perhaps  an  operation.  In 
nothing  is  the  old  adage  of  "  a 
stitch  in  time "  more  truly  sug- 
gestive than  in  caring  for  your 
eyes.  We  can  fit  you  perfectly 
with  glasses.  We  can  make  them 
in  our  own  laboratories. 


JEWELRY    ADVERTISING 


117 


No.  361 

When     you     see    the    Danger 
Signal, 

ACT  PROMPTLY! 

A  pair  of  good  eyes  may  grow 
constantly  stronger  and  keener  in 
hard  and  continuous  work,  and 
retain  their  vigor  as  long,  if  not 
longer,  than  any  other  organ  of 
the  body.  But  when  one  discerns 
a  hint  of  dimness,  a  tired  feeling, 
and  ache  in  the  eyeballs,  or  re- 
peating headaches,  then  glasses 
may  be  of  great  service  in  pre- 
venting serious  trouble.  Only  be 
sure  you  begin  with  the  right 
glass.  It  is  my  business  to  fur- 
nish you  that. 


No.  385 

DO  YOU  WEAR  BIFOCALS.? 

If  you  do  let  us  show  you  the 
new  — .  It  is  absolutely  the  only 
correctly  ground  Bi-focal  on  the 
market  doing  away  with  all  pris- 
matic effects  which  are  so  pro- 
nounced in  other  lenses  of  this 
make,      besides     being      invisible. 

When    made    up    in   lenses, 

they  are  a  thing  of  beauty  and 

style.     Not  only  that,  but  

guarantees  "  Comfort J*^  Come  in 
and  let  us  explain  the  manufac- 
ture of  this  glass.  It  will  take 
only  a  few  minutes  and  may  be  a 
benefit  to  you. 


This     shows     wording    and     illustrations, 
but  does  not  suggest  manner  of  display. 


This     shows     wording    and    illustrations, 

but  does  not  suggest  manner  of  display.        GOOD      TO      LOOK      AT,      BUT 

BETTER  TO  LOOK 
THROUGH 

Our  eyeglasses  are  not  only 
made  to  fit  the  sight  perfectly, 
but  are  made  to  improve  the  ap- 
pearance as  well.  They  are  cut 
from  the  finest  French  crystal  and 
Brazilian  pebbles  to  remedy  all 
defects  of  vision,  and  are  per- 
fectly adjusted.  Don't  neglect 
your  sight y  hut  have  it  attended 
to  at  once. 


THERE'S  DANGER  IN  NEG- 
LECTING   YOUR    EYES 

At  the  first  sign  of  trouble 
with  your  vision  you  should  con- 
sult our  graduate  optician.  He 
is  an  expert  of  eighteen  years'  ex- 
perience and  he  will  tell  you  ex- 
actly without  asking  a  question, 
what  that  trouble  is  and  what  you 
should  do  to  overcome  the  diffi- 
culty.    Consultation  free. 


'   i 


118 


JEWELRY    ADVERTISING 


No.  376 

HE  SEES  BEST  WHO  SEES 
THE  CONSEQUENCES 

Do  you  realize  the  serious  con- 
sequences of  continued  eye  strain? 
Priceless  beyond  all  other  posses- 
sions is  the  eyesight,  and  it  de- 
serves your  highest  consideration. 

It  is  quite  a  trick  to  fit  glasses 
to  the  eyes.  Only  the  trained  op- 
tician, with  accurate,  scientific  in- 
struments, can  do  it  properly. 
The  appointments  of  our  testing 
room  are  modem  and  complete. 
Experience,  skill  and  a  thorough 
knowledge  of  the  optical  business 
enables  us  to  fill  the  requirements 
of  our  customers  with  the  utmost 
satisfaction. 


This    shows    wording    and    illustrations, 
but  does  not  suggest  manner  of  display. 


CURE  THAT  HEADACHE 

Tired  eyes,  headaches,  etc.,  are 
often  permanently  cured  by  the 
use  of  good  eyeglasses.  Suppose 
**  Specs  "  do  make  you  look  a  lit- 
tle older.  What  matter?  Better 
save  your  sight  while  you  can. 
Our  eyes  are  open  to  discover  de- 
fects in  yours,  if  you  will  give  us 
the  opportunity. 


No.  382 

NEW  VISIBLE   BIFOCAL 
LENSES 

for    "  far "    and    "  near "    vision. 

This  bifocal,  known  as  the  " 

Optical  Co.'s  Invisible  Bifocal,'* 
is  ground  by  a  special  process  by 
which  the  segments  are  practi- 
cally invisible,  their  presence  not 
being  noticeable  to  the  casual  ob- 
server. To  the  wearer  they  allow 
the  eyes  to  range  up  and  down 
without  annoyance  so  successfully 
that  many  who  have  been  unable 
to  wear  other  forms  of  bifocals 
can  use  them  with  pleasure.  They 
can  be  made  as  thin  as  desired, 
and  remember  they  have  no  large 
cemented  surface  to  blur  or  fog. 


This     shows     wording    and    illustrations, 
but  does  not  suggest   manner  of  display. 


DO   YOUR   GLASSES    SLIP 
OFF? 

Cold  weather  causes  shrinkage 
of  skin,  loose  fitting,  tilting  and 
slipping  off  of  eyeglasses  with  or- 
dinary nosepieces.  This  is  posi- 
tively avoided  by  using  —  nose- 
pieces  on  your  glasses.  Their 
spring  adjusts  itself  to  any 
shrinkage.  They  give  exclusive 
style  to  the  eyeglasses  and  cost  no 
more  than  the  others. 


JEWELRY    ADVERTISING 


119 


No.  226 

YOU  ALONE  know  best  about 
the  failings  of  those  eyes.  The 
achings,  the  soreness,  the  water- 
ings and  misty  vision. 

YOU  ALONE  have  the  power 
to  change  them — to  preserve  and 
enjoy  life  to  the  full. 

Consultation  here  is  thorough 
and  free,  and  prices  for  glasses 
within  the  reach  of  all. 


This     shows     wording    and    illustrations, 
but  does  not  suggest  manner  of  display. 


MAY   BE   RESPONSIBLE 

if  your  child's  eyes  are  not  made 
right. 

How  sad  it  is  to  see  a  child  with 
cross  eye  or  squint.  Yet,  par- 
ents, you  ought  to  know  that  in  8 
out  of  10  cases  of  cross-eye  the 
defect  is  caused  by  an  error  of  re- 
fraction, the  proper  correction  of 
which  in  nearly  every  case  will 
straighten  the  eyes.  You've  tried 
glasses,  and  it  didn't  work?  Well, 
notice  we  said  "  the  proper  cor- 
rection." But  don't  think  it  will 
be  an  easy  matter  if  not  attended 
to  early. 


No.  401 

STOP    AND    THINK    ABOUT 
THEM 

They  often  pain  you  a  little. 
You  simply  give  them  a  rest,  and 
you  are  relieved.  But  they  ought 
not  to  pain  you  with  ordinary 
use.  There  is  something  wrong. 
Let  me  test  them.  I  make  no 
charge  for  that.  And  if  you  need 
glasses,  or  if  it  comes  from  some 
other  cause,  I  will  tell  you. 


This     shows     wording    and     illustrations. 
but  does  not  suggest  manner  of  display. 


A    HARD    HEADACHE 

is  often  the  result  of  straining 
the  eyes.  The  only  way  to  pre- 
vent the  headaches  is  to  remove 
the  cause.  Have  the  eyes  fitted 
with  glasses  that  will  prevent  eye- 
strain. Our  fitting  will  enable 
you  to  read  and  work  with  ease  to 
your  eyes.  The  examination  of 
the  eyes  is  free  of  charge. 


120 


JEWELRY   ADVERTISING 


i  «» 


<t 


.<■; 


No.  366 


There's  danger  In  delay,  espe- 
cially in  sight  troubles. 

If  your  eyes  water  or  smart 
when  reading,  remember  that  is 
nature's  v.arning  of  danger.  She 
never  warns  falsely. 

There's  no  reason  to  neglect  the 
warning.  Inspection  is  free  here 
and  the  prices  of  glasses  are 
within  the  reach  of  the  smallest 
purse. 


This     shows     wording    and     illustrations, 
but  does  not   suggest   manner  of  display. 


THERE'S  DANGER  IN 
DELAY 

Attend  to  your  eyes  at  once. 
Three  forms  of  eye  trouble  are 
commonly  met  with,  any  one  of 
which  may  have  existed  from 
birth.  Nature  does  not  always 
make  perfect  eyes.  We  have  near- 
sightedness, far-sightedness,  and 
astigmatism,  which  is  a  form  of 
irregular  sight.  All  of  these  de- 
fects require  attention.  If  a  child 
has  any  of  these  ocular  defects 
and  is  expected  to  do  close  work 
of  any  kind,  he  must  have  his  eyes 
carefully  examined  and  wear  such 
glasses  as  will  correct  the  refrac- 
tion of  his  eyes.  As  well  expect  a 
child  bom  with  one  leg  shorter 
than  the  other  to  walk  without 
limping  as  to  ask  one  bom  with 
imperfect  vision  to  do  accurate 
eye-work  without  suffering  the 
consequences.     Consultation  free. 


No.  184 

SAVE  YOUR  EYES 

They  are  as  valuable  an  asset 
as  you  have.  Think  what  you 
would  do  without  them.  Yet  how 
much  care  do  they  get  from  you? 
Watch  the  eyes.  If  they  ache 
after  steady  use  for  some  time ;  if 
you  have  headaches  that  you  can't 
explain — go  to  a  good  optician 
and  have  your  eyes  examined. 


This     shows     wording    and     illustrations, 
but  does  not  suggest  manner  of  display. 


DON'T  NEGLECT  YOUR 
EYES 

Don't  neglect  your  eyes.  You 
owe  it  to  yourself  to  at  least  have 
them  examined  periodically.  Clear 
sight  is  necessary  to  your  health 
and  success.  Our  expert  tests 
your  vision  without  charge  or 
fees  of  any  kind.  When  glasses 
are  required  he  will  supply  them 
to  suit  your  own  particular  needs. 
All  work  guaranteed. 


JEWELRY    ADVERTISING 


121 


No.  94 

DIAMOND  PURITY 

In  the  selection  of  a  diamond, 
size  is  only  one  of  many  consider- 
ations. Purity  of  color  and  free- 
dom from  flaws  are  very  impor- 
tant elements,  as  also  are  shape 
and  style  of  cutting.  The  most 
important  feature,  we  think,  in 
buying  diamonds,  is  the  source 
you  procure  them  from.  We  buy 
direct  from  the  cutters  in  Am- 
sterdam. This  enables  us  to  give 
our  customers  the  choicest  of 
gems  without  having  to  pay  the 
fancy  prices. 


This    shows    wording    and    illustrations, 
but  does  not  suggest  manner  of  display. 


BRIDAL  GEMS 

There  is  a  brilliancy  which  at- 
tracts the  eye  for  a  moment — 
both  in  people  and  in  gems.  There 
is  brilliant  quantity,  which  has 
also  depth  and  genuine  worth! 
Our  diamonds,  suitable  for  bridal 
gifts,  or  for  your  personal  use, 
possess  the  brilliancy  which  at- 
tracts and  intrinsic  worth  of  un- 
varying value.  A  good  invest- 
ment— a  pleasing  gift. 


No.  364 

LOOK    FOR     YOURSELF 

A  mere  glance  at  a  good  dia- 
mond is  ample  as  indicating  its 
quality.  This  can  be  in  truth  ap- 
plied to  any  one  of  the  stones 
which  you  may  chance  to  examine 
out  of  our  immense  collection, 
every  solitary  stone  not  falling 
one  iota  short  of  deserving  the 
appellation  —  "a  gem''  And 
equally  emphatic  will  even  those 
of  moderate  cost  prove. 


This    shows     wording    and     illustrations, 
but  does  not  suggest  manner  of  display. 


DON'T  YOU  WANT  A 
DIAMOND? 

Of  all  jewels  the  most  sought 
after  and  most  highly  prized  is 
the  diamond.  Our  resplendent 
stock  of  jewelry  contains  an  en- 
ticing array  of  this  gem  of  gems, 
but  the  less  costly  pearls,  opals, 
garnets  and  amethysts  have  not 
been  slighted.  Fine  stones  in  the 
finest  of  settings  are  in  our  cases 
for  your  admiration  and  choosing. 
Beautiful  pieces  of  every  descrip- 
tion in  plain  gold  and  silver.  We 
make  a  specialty  of  fine  timepieces 
for  pocket  or  shelf.  Elegant  de- 
signs in  all  sorts  of  solid  silver- 
ware, plated  ware  also. 


i 


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V 


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JEWELRY    ADVERTISING 


No.  420 

A  large  and  beautiful  collec- 
tion of  pearls  has  just  been  re- 
ceived from  our  eastern  buyer. 
Pearl  jewelry  is  fashionable  for 
brides  and  bridesmaids'  gifts.  We 
suggest :  Ring  No.  — .  Five  fine 
pearls  at  $40.00  as  a  suitable  gift 
of  the  groom  to  the  bride.  Spe- 
cial wedding  jewelry  made  to 
order. 


This     shows     wording     and     illustrations, 
but  does  not  suggest   manner  of  display. 


DIAMOND   JEWELRY 

Rarely  beautiful  pieces — rings, 
pendants,  brooches,  etc.,  in  many 
combinations.  Diamonds  with 
opals,  sapphires,  pearls,  and  em- 
eralds. Many  of  our  costliest 
pieces  are  set  in  platinum,  instead 
of  gold;  this  adds  to  the  price, 
but  the  former  metal  is  more  last- 
ing. Our  stock  of  solitaires  is 
unusually  attractive  just  now. 
Several  settings  to  choose  from. 
We  also  make  settings  to  your 
order.  You  are  earnestly  re- 
quested to  come  in  and  look  this 
line  over. 


No.  394 

DIAJVIONDS  ARE  GOOD  FOR 
INVESTMENT 

The  bride  who  receives  a  check 
as  a  gift  will  naturally  seek  to  in- 
vest it  to  the  best  advantage.  We 
suggest  diamonds — because  they 
never  decrease  in  value,  but  on 
the  other  hand  pay  far  larger  in- 
terest than  the  greater  majority 

of  investments.    " "  diamonds 

are    carefully    selected    from    the 

ft- 

cutters    in    Amsterdam,    and    are 
admitted  into  Canada  duty  free. 


This     shows     wording     and     illustrations, 
but  does  not   suggest   manner  of  display. 


THREE  PEARLS 

The  pleasure  of  owning  a  beau- 
tiful ring  is  scarcely  greater  than 
the  pleasure  of  giving  one.  We 
have  three  pearls  in  a  14Ar.  hoop 
ring;  they  are  perfectly  round 
and  of  that  exquisite  luster  which 
gives  a  pearl  its  value.  The  price 
is  $40. 


JEWELRY    ADVERTISING 


123 


Dix  rmaibaat'- 


The-Dix  Guarantee 
On  Diamonds 

U  ^»mt  iH*  ***  —**^  tumii  rixirl*.  —*  **• 
IMI  >»  i^M*  M  »»  —Jk  iMm  m  »  mt—i  ft  tiiMWi.  —* 
IkM  teaoB4i  tn  nmfil^  mUattni  ur>tar>  ta^ka  m*l 

lu.4  vvU 

•mr  lv|«  fmrt^—m  ^tcatt  «r  »»r»««  *»■»*  «r«« 
tnm  It.  l^nt  ntun  of  tk.  »«ia  a  «!«>»•»  1»U,  Ikirrtr 
an>(  Ut   i>itiiil»'»  »»*  f**t  •  pnAu 

W.  in  iliBnl  i|i<ilmi.  u4  tttmntt  an  giUtt 
««  clMM«  kj  Mr  knn  uM  .Mk  MM  k  fi*^  to  M  M- 
Ml  lalw.  4a4  ••  bwM  k  fiita  ttrnt. 
^     anrr  MBMr.  teB«4  «*  HO  k  Mk  tk.  U4WMM 
Itatn  wu  ucteM***  ■kw»w  «■*■<  —*  *»"  Ml 
fftot  w  Urfw  *fm*»tt 

Wt  »<ll  AwrfmOj  *t  nek  tmf  MUum  iliBWl  kl  M 
Td  Mk  rctoa.  Im  10  p«  mm  U  nuiw4  «nku  m.  jmt 

'  VfM  UV  mUUU*  tllMWl  k.Mkt  .f  M  ••  «IU  iMk  •* 
fm  •■«.  «<  IM  firkm  fhm  »  *  rm  cMt  tMwwl 

Ow  kbwml  arUiii  .f  t.iHMi  inBtWn  fwM  Mr  M» 
•MitM  to  nmw  to  aailv  ura.  %t^  to  Mfr  Mr  ■wkili. 
kM  k>n  TM  n«Vto<  to  M.k  .  ^mm  W  |«W>T 

'  Om  iipwiuri  Cot  (ur  mt  fntnmkn  l<iHk|;  k  m 
mIM  Wf  M  Mkw  «n»»«<  kMM  w.  Ur.  .p  u  Mr  ny«i% 
ItM    »»l  t—  IL  u4  iUa4  tn.1;  buk  M  (w  »Um. 

>H»1   .w  PiMi«<   BMla    fct   ■•«'  1.   IkM  «rWk 

Harry  L.  Dix,  Uc 

M.>ll   Ci.aw  >i«liii 
ATLANTA.  OA. 


;;^jj^>^  TAere  are 
Ordinary 
Diamonds,  and 
There  are 


It  Will 
Surpris*  You 

lo  vee  tHe  .Morlmntf  o(  mU 
KfMd  cm  |l>u  ui«>bl« 
lor  weddmj  P^^^MIi — 
thai  we  carry 

KLEIN'S 


Whitley 

Dmmojmas 

People  of  Discrimination 
Buy  the  Latter  Kind 

The  Whitley  Jewelry  Co. 

347  South  Broadway  j 

•The  Siort  »'/fA  Ifie  White  Mmrbk  Front" Jr^ 


HCAR  rue  CHIME* 


WeFitEyeswitk 
Proper  GUsses. 

Tlirr*  M  anV  mm  fc>n4  •i 
cW*c    m   ton^    tlwt   I  cur 

fciad  is  a^  to  «»,  ^ta  m 

ly  bf  uiwrrnc  tr«#  tK«> 
Tv**«l  e*tTy  4af«ct  Our 
krtowMf*  of  Dm  Immm*!) 
•r«  M  suActent  t«  taaurt 
Ibat  ywirec«4*r  tlMf(«i»«s 

Let  Us  Examine 
Your  Eyes  .  .  . 

TWr*  I*  M  etUTft  IWr  *A- 
vk-c.  %tA  mr  cb»ry««  f  jr 
ftaMM  kr*  M  MP«1I  «•  tho 
cMt  «r    iM'  (taw**   tM^ 

W.  A.  GUSTAFSON 

Avr   and  Kaiini«4|^»ik 


>^ 


—Do  You  Know  in  What 
Condition  Your  Eyes  Are? 

Tn  .^  M  u  T'^wU  u  hU  Mi-41  »■<•  «^«« 
■a  ««U  aa  TM  ..«  **-*  »M  kaT.  apMa  ki  iTMt  U 
rw  aM.  « jwv  kaa4  Mkaa  a>kM  TM  m«.  wMf  aM 
>f  .  il.^^^  1^^^  1^  MUMla  taiHkc  vWaa,  7a« 
1,1m  wTlri-ayia --I-*  •«•«•••*'«-* '«» 
mpar  ito— 

Tm  arrrKf.  .«  .ar  »»»«t  afknaa  "a  at  tmt  dia- 
PM.I  al  aaT  Uaa  fnt  aC  akwfa  H.  wiU  aiaate.  raw 
iVaTaa*  UU  TM  wkat  k  •n4a4.  U  a«;tkl*f.  la  aotnal 
MwtttoTMr  nta*. 

Can  k  ak<  aa.  Wa.  ar  taU  ay  aa4  anaaf.  a  dato  tvt 
nuatelM  U  MpiMtli  lar  raa  10  raU  at  av  paf' 
lata,  Dr  Paiw  will  aall  a^  aaa  f..  at  jaar  kaaa,  A  fM, 
•itt  tiain"'  >a«uUa  kaa. 

SANTA  FE  WATCH  CO. 

M  Waal  M  M. 


Silver 
Ware 

UIVBSutFW 


SPOOKS 

AndrewPaiilo 

t  Pork   A««-   wSiT 


Apatfal  U»t  PtM    Mc  to  •!■*'. 


WE  HAVE  JUST  RECEIVED  A  SHIPMENT  OF 


BLACK  OPALS 

..tr.  ea.,,.  tor    „p.t.t«.  ■  »k.  yMt  |»irrkaa«  at  liua  ikap 

BLITZ 

Toyeka  's  Leading  jeweler 


625  Kansas  Avenue 


Davidson 
Jewelry   Company 

ITCanoteSt  'Ph»«f789 

atfy  mJ  efcM«»"  o*  *«  wtwcf — a  lA  • 
n»  Kwy  «  iu  w«i>  "y  B)  *«  l«"«k» 
*,wM»*«««M«  •!"'*«*<'     TVck-c* 

I,,,-    '.I  nek.  l«t»OMbl«  Jr.H<T— *« 

j^^^  ilipr'  kaid — wf  hqe— Diiwn.i 
Bimlrii  ud  N«U«~.  B»«>tt>».  R-»i 
mmlwif  lk«  womm  .*  nk«  afaMt 

JESSE  DAVIDSON 

Spwwl  AttMrtiek  P»»a  lo  M»il  Ord^r. 


^  IM  mmI  NMky  watm 

M«M  u4  .«««Uaf  M  *  ". 
M.    TW«kii«*lto..(«M.-a« 

W.  iM  flM.  O!...  Mr .  •»  ■.•I 
.11  >M»  fc ail* .  ..a  ito  ar*".  aw 
naw«aait  tar  Itow  iMi.wi. 

I  Vt»H  Our  Optical  Dtp'TTl 


TM      Ml  «•!  (alt* 
glvta    a    ««    •««*    • 


MOT 


,.,.1,  u.  tor.w~    ST  !1  ^..Irlr.  "^  •'•"••  iLTt'^ 
feF     ImA    ;S. MM  Kft       MM» 


w^  ,.»n.» 


OahMy  Bar  Ma 


tT.M 


II  THE.  PORTE  &  MAW^LE 

EXPANSION  SALE 

WILL  LAST  21  DAYS  H 

tMh  <»«  Ih.  Tw.n.y  On.  D.y.  «*•"  H.v,  It.  »p«^Ul«. 


TwantvOn*  D»v» 
olCloM 
MMchandtoing 
S«*  Our  Windows 


T««nly-Ofio  D»r* 
taCUanVpAU 
Nanulkcturots' 
Swnplkk  kt  Lkk* 
Thm  Fketory  CoM 


Mia(   1»  »  .««T1»L  lltT 

)•  luiFum.  ik«<i>.  "'■»•.'."; 

ija  •«)• 

Hv4  «"»  E  r  ...  k.'"  <li*hr.. 

,„~..  I,.  ..ai.nr-i'"''  ';;" 
HJ^  w»«  iiva  *»  '*•••    ** 

atrrttM  ■*•»<*»•  f**"^  •«  •^'' 

IN   H.l   T   ••    r""'   ''V",!!.'! 

U  MM  r..t.    ..r.."!  T."fc> 


T«»ntvOn.  Dava 
In  Which  to  M.« 
All  Who  Wlah  to 
Skv.  Money 


Allri  April  IM.  W» 
Wtll  Occupvitw 
Ad|o*ning  Stor.  In 
Addlrion  lo  Our 
Prra.nl  Pr.mlaoa 


•^m";#'.m°"    k— — -' 


i^.l.  br  Monday.  Tu-dky.  Wodnoadav.  «  b.  S«n  ,n  Winder..      1 1 

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Ill 


i« 


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^•bw  •  nice  iiae  lo  get  «  Dumood,  ibis  bctutiful 
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Our  "make-room ' '  sale  continues.    We  are 

oJkring  eicclleot  upportuoina  to  mrt  thu  week— ft/ /«irr  ,Urt. 

Sheffield  SUver  One-third  Off 

..^lir  rc;r»*  sstj:  sc   -^  '^  •«-* — ■  - 


pr..«   ill  fmUy  iiHiit 


H>M  •tat  »  ite  MM  iiMihtt  a  iw 
nur  •■<  Iktir  an  aU  lMl«4i4  IB  ika  nia^ 


To»«k«'t  1  mM^ 


BLITZ 


t>S   KANSAS 

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Repairing 

~of 

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Watchaa 


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R.  a. 
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For  Spring 
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• 


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t%  i*«l  W  )*««tov 


■w  ^  WBW  S«V  M^n. 


T.RMcNARY  Jeweler    , 

»H«»  W*k  tka  iawi  olMk.  41  ■.  m^  Mwi 


Repairing 
Regulating 
Adjusting 


'Bring  four  watch  to  m.  Our 
cipert  watcbauken  and  idjuM- 
en  are  at  your  Krrice  to  find 
the  trouble  in  yoor  witch  ami 
rtmUf  in  u  mioimum  ezpcaaa. 

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Art  tlwtyi  tfnmhlc,  uvt  i  fift  i>m  It  M<o»na 
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TbqMMMlM(B«l4MUuftcM.  •. 

T>«  iiiiitiMia  QmmH  Ww«,   Id   onuaemtl 
»h»P«;  tm  kwMy  laa  innclinMM  ll  I*  auur- 

S«W  «»•  »OTy  S«.  anunam,;  >  kmy'to»L»Rli 
Mfv  tad  cr«wr  «»  BMcI.  c».  d. .,..:...  MT4« 
A  Cold  Mmi  «r  Owp  S«  !■  Hh«  ailnr.  t  Ufj.  plat- 

Mrwn&tw.lug.aaf«li,lMta.caM<. fUgN 

^V?'*^*?«<  **»»  •«»  Claa.,  t«*  •,.«  „l„, 
ITS  *-'**"  **"'•  ■••U'd  Mf  tad  alt  aad  kidi' 

T^*"""'^* -llM» 

,  .        OMaarud  Craclttr  DiiKn  litoo'  Salad  S«« 
'  »".<»•  E'«*«'Cla.,Cak,  PU,„  »7»'Ho«n  Jwi 


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THE  SOLTH-S  CKEaTEST  JEWELEKS. 


Xcoofirf  of  Variations 

of  the  Watches  in  the  Window  of 

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El«in 

Km*  II  att 
■Man*  V- 


Hamilton 

Hank  11  M. 


Waltham 


Vlana  II  Mc 
Uank  IS- 


Jf*«M^«  ■aiNiVBIi  aarrjrnff  «••  «/  iten  walthMt 
T*pwm  ml  mil  IB  ,t\mmAt  mt  miMiMat 
WWa  •.X.Mat  ■«    tawMc-ttak  a<    Ika   MHM 


Most*  Brides 

Pi*'' pniMla  Alt  an  «a«M  aa  ««0 

aa  dasorarivc 

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w(  an  ahowing  aoa*  caa 
a(w«adaltoc«»cpkcahi  ha* 


I  aktela  wrUili  *•« 


■"»«•  ■••aiiMmncki. 


R-R  Morehouse 

Santa  Fe  Watch  Inspector 

Sli  ta«  Fomnk  Strati 


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-     -    ______    _.___ .  tto  •  fiM.aM%  €■.■»  («t  • 


aw  Okr  OMw  OMte  I 


r  Caa  Sati  raa  i 


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^~l 


_.ftiltiiiiil  i«  tnmiti  MSaaiataan ptMictad Im 
'"*'  >*?*'»  "V.  •••  aranr  aala  a^a  awMaa  ««fe  H 

JAMES  a  HAYDEN,  Jeweler 


mi 


1        " 
11 


JEWELRY    ADVERTISING 


125 


'^e  Glass  Special 

nnur  An>  atavKiux  onx 

t  am  iaaogsratiag  apeeial  wain  day*  to  gira  tb«  ey* 

glaaa  veariaft  pnblic  a  b«tter  opportunity  to  beeonie 
acqaaiDtrd  with  my  aoptrior  methods  of  fitting  i^laaaca 
and  to  convince  yon  that  glaaiai  fitted  hcra  at  $2  to  t& 
an  of  far  mora  valnc  to  you  tlian  fitted  elaawhera  at 
«9  to  (10. 

Thin  opportunity  to  have  yoor  glaaaaa  fitted  at  lo 
noniaal  an  erpenae  with  the  abaolvt«  aaaoranea  ot  my 
reliability  ia  not  to  b«  lightly  paas«d  by. 

OWM  Hers  aadBe  ftUy  SaUsflad, 

■■aMaaSM  r>aa  Miaaa^ar  ika  Tlwa  a«a  Matt 

Guy  C  Bamett 

Optadan-Optomotrtat 
^kdaau  Buildiiig.  114  Sooth  JhdaoB  Street. 

(Ottr  Haalar  a  S<r«kl««> 

THE  H(»a  OF  13  KTB  OUUnai 


—What  Mnnniry9r4ivrt<r«Ma/n  dean, 
instructivt  enlettainment  whenever  you 
want  it,  for  man)f  years  to  come? 

It  IS  ponftiblc  for  you  to  M«ur«  and  hftve  it  in  your  own  hoB«  >t_fc 
very  numinftl  cost.    Bdi*M  nMOffn^U  mU  ftt  tnm  $U.SO  to  tMt  . 

MMk,  and  they  fumuh  th«  kind  of  eatertsinmeDt  plessinc  ^  every- 
body, for  they  are  ^eal  phooofrsphs.  and  reproduce  the  purest  and 
clean-it  of  sonnda.  Dont  wy  you  don't  like  "talkinf  machinsa'* 
until  you  have  heard  an  Edison — then  your  unfavorable  opuuon  it 
almost  certain  to  change  Aod  can  you  sufffest  any  better,  more 
pleasing  form  of  amutement  that  can  be  obtained  at  the  price  of  aa 
Ediaonf  •  ' 

Our  "use  wbUe  you  pay"  pUn  places  one  of  tbe«e  machine*  within - 
the  reach  of  every  (amily.    A  little  down  sod  a  smAlt  smount  weekly 
will  complete  the  p^rvhase.     Let  ut  place  one  in  your  home  for  ap-  , 
proval — H  obliMtet  y«u  ia  no  way.    Come  and  ae«  aa,  pboac  aa,  or 
write.- 

Santa  fe  Watch  Company 

'■■  TAUUSO  MAOU.XB  MCAOWaa*n{u 
IM  W.  Sth  M,  Topaka 


kTWp. 

Eyes  «e  all  w/ Rare 


"tfea  ktact  •«  CMa  Cuaaa  MaMaaaklir  rrlM«~' 


Eyestrain  Source  ef  Many  Ills 

The  root  of  headaches.  t»ervou»ntss  and  diztincts 
oftentimes  is  eyestrain. 

Are  you  troubkd  with  either? 

Our  optician's  services  arc  at  font  diapoaal  Vitbont 
charge. 

Ourpricfs  for  optical  gooda  aie  vary  teasoaabb. 

Our  optician  is  an  cxpctt  «ad  prcaoftca  gfwKa 
only  when  needed. 

Consuh  hfan  al  once. 

Robt.  R.  Klep 

ftufJer  ard  Optician  207  N.  Chicago  St. 


Tktnf ora  »f  akoald  taka  i^Jf>m 
mf*  or  ikcB  wt  lalit  csrt  of  oik- 
ar  aaopla'a  am.  aa  'all  aa  oir 
ova.  Bxprri^oc*  attd  faciltuaa 
aaabla  ua  to  do  (bla  to  roor  al- 
▼aniaa*.  "If  you  doa't  acr  ut  aa« 
rot  majr  aat  kt  -ut  to  tea  mj- 
*oir  later- 


lis  A.  Ott 


OtTXlMETIST 


M  N  Main  St 


Eye  Symptoms 

Many  people  enfoy  tplenSd  vision.-  hut  have  eye 
imperfectione  of  which  th*y  art  not  con»ciou*._ 

Heatiache*.  nervoutnett.  neuralgia,  indi^eation 
and  many  other  dieordert  art  •ymptoma  of  aeriaue 
trouble: 

We  rtheve  the  above  troublea  by  mettns  sof'' 
glaete*  tpWch  remove  the  »trwn  front  the  eyet  and  * 
nervout  ayarem. 

CorMiJtatk>n  U'ith  our  ovtidamcoeU  ytm  Aochmg. 

Robt.  P.Kiep 

207  N.  Chica^  SL 


Jeweler  and  Optician 


About 

Diamond 

Purity 

In  the  aeleetioa  of 
a  diamond,  tiv  it 
only  one  o/  many 
cipnaidrratioDs.  Por^ 
t.v  of  cr>lor  sod  fre^ 

^9t$  frvm  nava  ar* 
vrrr  inaMnaai  *lr- 
m*jif,  ••  ala*  ar« 
aha^  kna  *lrt«  af  cut- 
lint.  Tk*  MMM  latpart- 
■at  faaiara.  «•  talak. 
I*  b«irte*  aiawaae*  *• 
the  aeena  fm  ararur* 
0h9m  taMH.  W*  awy  41- 
>  irct  tjiiw  (ha  les^af't^r* 
»Hlcfc,  ^cakblat      •■      t« 

rhoMv«<    aa**    «iiiMH|.  V  i 

t^YDEN-S- 

727  KANSAS 
AVINUE 


:WHAT 


ARE 


They  are  ganoiaa  diatmili  of  Um  iHMt  baaatiful  ^aaU- 
tlaa  aot^aUiBg,  boagkt  dlraat  fron  the  largtr  catwrt  «( 
Iba  weM. 

An  M  daaifnatad  u  gradtd  and  claaaad  by  enr  aapwt 
■atil  each  on*  can  l>*  marfed  in  plain  fignrat  with  iti  raal 
Intrlniic  valat,  grada  and  waiglit,  and  at  a  price  at  aaea  aa 
low  u  may  b«  bad  in  tb*  world. 

Thty  hav*  a  gnaraatacd  cash  ratsra,  axchaag*  aad 
lean  vain*  that  SMam  yosr  iaTaatawnt 

DiasMadi  hara  adniiead  itaadlly  f or  th*  lait  twalT* 
yaan  at  a  rata  of  aboat  tan  par  cant  par  aanam,  and  hara 
proTaa  th*  taf «at  of  mod v>  taTtataMata. 

Ton  will  iai  latisfactloa  in  oar  m«tba4  of  itUiag 
aach  Inditidnal  th*  diaaaead  that  Ilia  art*  panrmal  d*- 
outad  aad  aaanraa  fall  vatn*. 

Wt  ahip  djamondi  oa  approral  uywbara  lo  that  atlas- 
tios  may  b*  mada  k  the  priraey  of  tb«  bomt  and  pay  tha 
axprtaa  ebargai  both  wayi  foe  tb»  pririUf t  of  tbowing  oar 
gooda. 

Our  Diaawnd  Baeki  i*t  Ho.  I,  will  b*  Iorward*d  Iraa 
npoB  raqntft  and  firtt  mneh  Tahialtlt  iBfornatKa,  tapaetaliy 
for  thoa*  nninformad  aboat  *»"»"»^« 

Htrry  L  Dix,  Uc. 

Plaai— rf  Mtchmmtt  mme  ilf§.  Jmm»ltn. 

•0*>ll    CaWkr   Buda^ 
ATXANTA.  GA. 


An  Expert 
Examination 


Vou  Can  Have3ut  One 
Pair  of  Eyea 

and  should  take  the  best  pos- 
sible care  of  them.  Th«  as- 
sistance of  glasses  may  be  nec> 
essary— in  which  case  you 
should  choose  with  care  your 
Optician. 

We  will  be  f  lad  to  wel- 
come you  to  our  Optical 
Room  and  will  examine  your 
«ye&- 

^  I    II  I.  I  mm 

fiEO.  E.  FEAGAWS 

EaUbUahcd  Thfatf  Years. 


of  your  f^pt  will  remove  all  donbt 

at  to  thrir  coaditioa.    If  tliey  are 

all  rifht  yon'd  like  to  kaow  it,  wonldn't  yen.  aad  if  there  t 

lomethioc  vronf  tou  thould  find  it  oat  at  the  earlieat  potwM* 

iBonent.     Sueh  an  extminatioo  require*  the  lat«Bt  and  beat 

inatruiaai^  and  apparatot — aaj  other  exattinatioA  eaaaot  fail 

to  be  alfarfirial. 

Ati.-»pert  optician  in  charge  of  a  apedal  rooai,  apeeial 
■traratw.  ant  apMtal  ear*  la  .aaaiAat^  Bakaa  ear  aanka  <at  tMat 
inoTouth  and  aatlaraciorr  la  la.  city. 

Oar   wiaminattona   ara   frM   aa*   40    aa*  aauaata  jraa    la   ahy  -var- 
Ptiona  a.  ant  arraatf  for  tatM.  ar  l<  laipaaalMa  far  ya«  la  aall  al  a«r 
.  akaa,  oar  aaarrt  will  rlalt  yoa  at  raar  ba«a  U  r*a  iiahl. 

Santa  Fe  Watch  Co. 

JBWBUUIS   A7<D   OPTlCIAXb  >••  WB«T  BtMrra   ST. 


Not  Big  Profits,  But 
Big  Sales,  and  Quick 

0«rt  la  aM  a  »»al»aat  t(  Ulaaaly  iiiaia  aaa  ttw  tilM 
va  aaU  «»lc«  an*  laa<  aa  altaa  waiafaa  a>«  —aa  tar  plaa 
Ma  p««l>  Mi  at  imiiiWT  aa*  It*    ttlaa  .tfa    Wt 
Bi#^  a  tlaliiiliiw  rtr  **•  atttit  an  at  Inr  tt  la«ai 
tlwi  tta  titt*  •«><*  ttla  IM  ttah. 

WtaiamituaMa  i  il  iw  i  aaala^^a  aM  waat-HiaM  an 

Hifb  Grade  Watches  and  DiuBoedi 
ILOO  Dowa^laOO  a  Week 

Oa*  titta  It  tw>  M  MM  Mgiil  ■  lka-«Mtt  aaa^anwant    a«    tha 
aiiiiiw  aawtaai  n—  t  ^*a*  taa-a.    wimt^  t«  »«»>  iimii 

Mt  aaa  aaiaiali  ra     Oat  <  tuli  — aak  laHitm  ta  th*  tt«   lit 

aaa  ifciliti  waiwa,  tM*  watW*.  mm,  wanaaat   Paitit..  a*i.  aa* 
•kkaar  •Att.  aa  at  tat  tair  taaaat  antw  aaa  ta  M»aMa*i  ■  (tai  mm, 

Santa  F4  Wa«^Ga 

ISSWaal  Sik  S«.>-n*Wi4liliMaM«hV^Tavihiw  Kw. 

^^■■iii*i"*s*petBpii"iew*PWBpsi^MPi 


.^1 


i  :■ 


:i  I 


JEWELRY    ADVERTISING 


=Dix  Diamonds 


JEWELRY    ADVERTISING 


Anywhere  By  Express 

forwarding  and  Return 

Charges  Paid 


'Jiiiw  .TTMin*  !•  ikMr  Mr  , 


■  tonr  I 


— "-«.  «Mr  tknMfb  yoar  b„ji  or  nprw  «fcl       '^ 

SSTj:*  ••  <• «««?~  rSn  S3?!:  ^  ^ 

•m~rti»l  anMtM.  u^^  •"»»«<     calj 


*-ure  Blue -White  Diamond^ 

—Tiffany  or  Belcher  Mounted 

^6522 


BWwJ?i,?Tr"**'*'*  Opportunity  to  mcum  .  A 

.w  t-w  .biii  jfcj3jfjSL"L"«^«»i*  br,ii»„,.  ,„<,  ,h,  i,Ji:  ,t*2i  ^•' 


Ih 


,  This  BMUU 


I  uw',--^-'^'2:^:^/^r'^«ENT  plan 


Santa  Fe  Watch  Co 

lOe  W^  Et«t.th  3«r^  *' 


•M  Mr  cutoaar't  1 

_ "^J  'nmtwt. 

"•  J»»»»7  wpriM  «fc,~^  ^  ^  ^^  - 

••  •»  nketiaa  i-rlrtj..  __i.~7      .  "■■■<■  ud    W- 

ittuyoB.  ^"■••••'•^'•••Midiaui, 

Harry  L.  Dix.  i.e. 


OaviteR  Jewdry  Co. 

l^e  Her  Widi  a 
RING 

•'  '«»'»iy  wnuiHit  (r>i<l  .(1 
■Blrx-ate     mt>Tkmu>A,f 
»o»    0/     piM,,    „^^- 
I  ;^K>    c«—   •pvkl^-.t    ,1)  I 
^^••^  ••  tk«  ocraai«B. 
"••••■"«    Rm«i,    W«i 
I  i-*  ■'■^  Birtbd.,   Ito^  I 
«>»n  for  >  liooMnJ  (ln,rr, 
•t  pnr«  u  .Jlu„„g  „  ,5, 
•*««•  tkfmiirtTn  ' 

XSSMVIOSM 


■W«'r_*_Jr*^.,/««y»M«W 


Notable  ExIiibitiooJ 

AT 

IttfanjStrclios 


^nm  MARCH  2StK  TO  APRH  , 
etii.  there  >UI  tw  an  c^Hbiikui 
cr  PERSIAW,  TURKISH.  AND 
CHINESfi  RUGSoMhe  I4tt. 
■«5Uu  I6lh.  1711,  ,iKl  ItUi 
Ceatvinai  tt« 

riftafyStTdiosialfcries,] 

•»Mls««««fc.a4rwtf 

nftkVtrMt 


cfotne  ofOunSpecial9 


L 


Remarkable 
Values  in 
Rich 
Cut    . 
Glass  ~~ 

.m^«7d'  "" -"  '"■•  '-'  "^  "  -H   »»  -Mb., 

Mall   ortfr't  ft)t«e   SI    ^_-    --  ^ 

<»«»•.•».».  n.  -IJl"    '••   •^  —M'M 

««..».,  *,.  »ir*iS.  •  "*  "•  r»*» 
A/o/cr  fit  Berkele.  Inc. 
riZi:   "^^'^ood^-  Silversmiihs, 


•  Matck  xm 


^  III  I  ■>-        "  *' '^'  ~  **«-n  M  »  .rfto.       fist     »-• 


»*l 


'^'     tU  -;:*» 


•*^  i^      '  "***'"<».  M   TO  «l<JO 

ClURlfS  A.  KEEUE^  "t;:^,. 


ACrtIv 


t«t 


[Stniiii  saver  Triads 

X  <mt7  .1  uiiM  tab  A.,  „ 
■'»>^  •«»  «►*-.  >~Huj 
***    ■Xrim    ■»<>.       Slyhak 

>MMi»    'laUi      M      1mb„„ 
Cofcp-  I-IW    $1.    »l  50. 

'    ^l«*  Jan.  Taima  Baan.  m 

y^«-  •*    to   i«:  Sdl  Md 

*i*fa.$IJ0.»|.50. 

•»"«:.  J"  Bdk.  M«.,„. 
V'.T'*y^  ^  T*r^  fl.li 

;  "?™Jfc  *  tM^  idRUgD  Inn 

*i»  ^  «4.ao.  I 

Ic.  £.  Ki/mr  A  jojvl 


Jff//.         DIAMONDS 
'^"^        WATCHES 

LOWER  pjtiCCS 

w.  ...  **  tmrnmrr. 

— . .. ..  *'.r:,?,' iir.r"' •"••"•  "•••  nrvs. 

F.H.INGALLSCO 
.taje  ouv«  ST.         • 


BEAUTY  in 
SEMI   PRKCIOUS  STONES 

npHE  .ltr.eti»eBr.,  of.  ^ece  of 
*  J«welltry  doo  oo<  depend  uponjh, 
"«of^  M^cUed  pretiou.  .tor.e».  The 
■^««hy»t.  for  mfUnce.  h*.  «  inherent 
•xwly  nol  .urpMwd  by  mwy  uf  the 
corther  geim.  Wt  d„pUy  ,  ^.^  n^ba 
of  piec^  of  wnethyst  jeweUery  of  unitud 

!--'-**'""""'  •'  '"»■  '"■  P"«»— « 
pr»ee»  •urpnuagly  dUproportionau  to  the 
inlnn«c  beiuly  of  the  |»eee.  We  ibow 
the  Urietl  MMrtaeDt  of  fi,«.  uutthru 
jewellery-  m  Amencs. 

Titff  I  atkt.  ^Miva^  |ji  an      *     - 

H«r..  ;;  c2L^  ""•*"•• 

'"*•'>-•(*»'.     ii«     T7l£iV" 
*»«i^.  IS   v-IT!!'""-     >»» 

•*••— i  laiMM  !*"»  •«.  II M 

f^-'l.  a«     IStaa  •" 

JEWELLERS  .a,  F^fth  ^ue 

•I  31^  Street 


Hat  Pins 


w,  imt  Urn  rntrn  aMm^ 

•h>ailM  tf  M  »h,  w.. 
*■■•  *  Urn  altr.  WKa*  fmur 
"*•  *■•  ••  (Matr  rau  oiil 
"i^»  Ma*  aaa  af  tkaaa  aaw 
•MapM  Hr  H.  TM  iMf  aplka 
»<"•  •«•  raally  tka  arMlaat 
IM^  hr  Ika  IM  tnJ.,M  aiM 
*•""■"    *    »««.    Ana 

•*•*•••  "^  ««  All  priaaa 
•~  ••  k.  >«|.    fra»  Jla  ,a 

tuo. 

N.  IV.  Cou>/e5i 


'The,  Jewel 


cr 


TwpDiainonds  of  Equal  Waght  are 
Often  of  Widely  Different  Values 

^**  ^®™  of  Questionable  Char»rt*r 
Finds  Place  in  Our  Stock^^ 

*-'S5=l-5^£;:S2r^-7-^-. 


Wr^/e  t/j    For  ^ 

Selection  of 

Diamonds 


rt  »• 


!•'».      ., 


J 


"I    •'Mai     ,,,„, 

jalwilaai     al     -      ^   ~ 
*'-•«•   tai    aaaaa 
^*  »"  •"  •■»'«.  ••.TMa. 

.***•••     tai     tMV    evi     at 


Ui.a  I    u«    aa   vaMM 

~  •"•  ••  r.fjs«r , 

»-"    "    •».«    Ml    a. 
*^*«»ia  aka  taM  rw 

'^k*'!*  •"■«»aa'«  ara    ■■■    

Maiertf  Berkek 

Diamnfd  MrrclUtHrs 
Jl  JJ  Hhnehall  Si. 


' 


Eyc3 

Trouble 

You 


itui  yct-you  put  o«  Irom  iiy  lo  day  4«  war* 
tag  ai  (luftt.  Don't  you  rtiilu  you  *i«  r.ik- 
ing  A  ud  muuiu?  U'»  op  to  you-of  couf»t— 
to  d«i<l«  whit  you  iiuy  do:  but  kt  u»  fuggcat 
your  coming  to  u»  withom  JeUy. 


Otto  M.  Scheidt 


Jewtitr  aad  Owticiam 


StauStrtt. 


Lockpi9t.W- 


witb  TOW  left  •?•  fW* 

Need  Glasses 

If  *f(M  •••  bl»f«.  or  ^•■* 
or  wH»  Wmaium  W<«» 

At  Once! 

THE  J.  J.  FREEMAII  CO. 

ui  Kitxrr  ST. 

H,,g.  nilWIi  »*frac<l««l*. 


K    > 


—Do  You  Rea/fze  the  importance  of 
perfect  vision? 

ImaiWtar*!*  •<  "*•  •»p^rai»«  -rf  •»>  «•■»!•-  M  m«it»»  lw«  tiiaai-  If 
.„ur  ...•  .f.  rol  !U.1  >•  «»J4  •"•  ••  !»•»  ••"  "•■•  >»•  ••OuH  »••♦ 
nan  •uiiii>>4  •!  •«<■•  •"«  '•■>'  "">  "•  '"n™!"     0>"  •»»•"  «til«i«»- 

1  <   p«i»»  «•  •»  »•"'  •*"  «•  ««^  "•'•  pwr^^    ''»"  •'"^  ■'»  **■■*  »"»"** 

'.-  an  ».aial«acian— <l  ■» ««  '  r«»t  >•■*  •  e«nt  *"«  >•«!'  •»**•  i^*  •«'■•- 
-.  ■!«•  »t  kii.ia.aa  la  Ju.t  ah.!  -«ii4"»»  >•...•>••  •"  •■<  H  <aj 
■.,W  ta  k-  Hurt  anl-  elaaaaa  ►•  •!"  »!••  »»»  »"'ac  aal-.«»«ci:««  •04 
^•.    a    r.aaana»lt  rwa) 


Santa  Fe  Watch  Co. 


4em**»rm  ••*  0»t*riap*. 


IM  H.  kUxftM  •(■ 


Solid  Leos— Clear  Sight 


rptf  Havp 

Tried 

ih0  Re9t 

Now  Try  the 

Be9t 

IT  TM   ynml  a  pAir  of 

glMMi  that  St,  (rum 

imonp 


No  Visioo  Missing 

f.f^.al  «•»•  Ml*  «.•<  M  •"•!  «1>- 

larca  - 

Na  aracha.  aa  aaana  la  »*£_■»•**  «*f 
atMa  aa  tiaa  »"•«  ""llj*""^  "^ 
iaitcalar  M  ••'  Oaiual  Vni-  Ikla  m.A. 


J.  B.  HAYDEN, 

727  KANSAS  AVE. 


Ttaaa  half  )..»«•  .dsit  of 
raMIW  or  arrttlM  Hr  li>»«nM 
tk.  ««•  ^klU  •  tuea  n- 
«artf«  allowa  raa  to  aaa  ..r 
tactlr  arouM  Ik.  ofHca  WITH 
OIT  atraulM  Ik.  'tm  u 
•  kaa  ar«lurr  (>UMa  u« 
naad  It  M  >kMr  ro.  DISK 
GLASSES    toAkr 

■rran   (l«k. 

IS  S   A<aaM  M. 


BEUY 


aos  a.AJAwa  ei. 


£^i^ti 


CHILDILKN'S 
EY£S 


^^H 

ra^LAsmT 

FitRi^t 

LMk&i^t 

SUy  Right 

UtnBtlB* 

J.  A.  Weill  ft  Sm 

Jmtai  iW  SfCklHi 

■fc                                       ^ 

Are'Yovr  Eyes 
WtrtkWatckJBgr 

— !■  Ow  mutk  kail  I  uxi' 
eltakiiiiw  yoor  ryn  kcl 

dOB  OOOM  IB  for  C«W4ic'«- 

fk  lit  awd  tkqr  nbcl 
«kia«IU-aikfi.  TiMatht 

kcka,"  T*kr  •laaMrh  k  vol 
fighl  tmi  yaa  go  !•  tn  k 
wk<iyl  <KWr-kt  wiU 
pabwypracHbt  (er  )oar 

ktOMMCk  .«d  MlU    >0U    Ikrl 

«•  better -tkAUf  b<  irmfii 
Ike  «telc  rkMe  bvk  lo 
fhakkpoar  ahMkd  eifkit 
al  the  knd  kad  rcltr  ros 
H(^0|ilicMa. 

M   voar    cyek  an   bm 
rigttiiiirtirl  haMiW 

partvaw  IB  m  pr^na^. 
Voar  caas  aiti  bar*  exfen 
atlcatiM  hr« 

«.  F.  mrrcHEsm 

Oplici«o.    Jr»»>T  I 


Naa*  -  aantai  *nm 
llarva  aUkfk  'tkrokkk  tkf 
!•  a  <..«  M  UI  kMUk. 
kUM  IkMr  kra  .I'tk. 
«Mt  ■wknka  a'lkeai 
kraaa.    Tk.  luua  raa  ■ 


?i.Tl 


i«.a.>*8t.  Wjaa   »  aaa*  ay— - 


inia  laa  Maa  alaaa 
KRvrTMC 
lauaili  MMrt.  at  N«alV  I 


in* 

TtSTCO 

TREE 


ZTGSSJ, 


nn      ni    BTT  fli  I  C.  MORITZ,  M.  O.,    Th«  Oculist  Oirtlcian 


'5  Glasses  for'! 

FOB  THIS  WEEX 


ROSS    BROS. 

kiawai  meiaiJ8i« 
S4I  WakhiBftaa  Sf'Ml 


.   M    ••  I  P    M 


Oaaa  .1  .alaw 


T«u«>a<  Kkia 


kL  tALC  OF 


$3  qLASSES  for  $i 

for  iO,Di»n  Ottty 


Cmfttr»t  oHer  ever*  nwdir 
by  &ny  optic«t  houtc. 

Cold  fthcU  frvncK  in  cryt- 
tsl  kpfte*  ^.00  value,  ^1. 

AH  troubles  ftrutng  from 
the  tyet  corrected  by  our  skil- 
led fttii|ig  «f  gtastc*. 

We  examine  more  efrt  and 
fh  more  fiafttca  than  all  other 
optical  houte«.  > 

ROSS    BROS. 

ii(»*«i.irT  •rt(i«i.iaT« 
341   WMhinfloii^  SffiMt  V 


»'^<0i0t^>0*m0»^*^^^*^^^^^>^^^t^ 


1  HUGHES 


Sight 


M/IXMUTIC 

Eye  (iiass  flolders 

Eye  Oius  Chaloi  tai 
Itairplo* 

ar*  MM«  •'  t(i«  a»(«tr  Ov^itm 

*•  «»mr.    Ii*!  cb«ft»«T  to  travtht 
kra*fc*c*  llbAs  U  W^r  (or  i«»ftlr«., 

If  tfiU  lo«U  ailtMJa  !•  >*«. 
e«m«  iM  •»«  Ml*Ft  ftm  A«t««iftt1« 
H*t««c  or  %.  ustaJMl  cbftla  tr««  ^ 


Edwin  H.  Bradley,  M.D. 

OUMCt  rittad  tor  til  Smn  of  BcfncUon. 
By^  Stf .  K(w«.  Throat,  Catarrli. 

Offlcs  Bacond  TlSor,  Woolaar  B:dc,  PaocU. 


Those  Miuion-Douiir  Eyes 


m  il^flUtf  aa  jtm  ««iM  rev 
J.  ■■  IV  AUXrarilB- 
«M  ik  *  gaafkalii  af  kWkiy. 

S^tKlls,  S2.0Q  iri  Up 


WeFd^eswith 
Proper  GlaMeta 

TWl.  i.  Mjy  DM  IcM  at 
(haw  o.  Wm.  Ikat  r«v- 
'.fk.  laaalra.  A«r  ttkw 
UaAliWiU  ik  ti*m  an 
Mart- 
Wk  (t  ack  ar«  ••px'W- 

.»  >»  -laHTlat  taau  tkat 
lafaal  kmy  aatact.  Our 
kaialitki  <<  tka  kiuru 
.f*  la  MrfklMt  to  inaura 
tkM  >«  na^mbi  fluMa 
tkaljkakM^ 

Let  Us  Exaaiine 
YourEyaa  .  a  a 

nars  k  ■»  fkarff*  for  s4- 


4[I«saM  And  ' 
.VHutro  wtU 


W.  Aa  CUSTAFSON 

apkMa^iaikalak 

en  Cua  St .  bal.M.  IMIMI 
A«a  and  ilallf«a4  Tlackk. 


TORIC 


LENSES 


New  Styla       Old  Style 


The  •arjr  lateki  in  ryrgU»f»  k«d  kpectit'e 
Irak  conktructt.Mi,  combine  lightncaft.  tKiutj. 
comfort  '»    ' 

Curve  to  the  ahape  o(  the  eye— lir  khckd  o( 
tht  olrf  slvle  (Ul  Itnwv 

No  annoying  rrA«ctiun«  ks  occur  fometimei 
»itli  flat  lenses.  "  '  .    .    , 

Give  a  freatcr  Aru]  of  n«ion  knd  klk>«  Iciiket 
tj'kct  closer  to  llir  c>c»  without  touchtng  llic 
la»hcs. 

No  blur  vilicit  Iixjlcing  tlir>ti!gh  the  ejgci. 
•Mkny   ner\ous  pe-'plr  who  Iiivo  trouble   wilt 
ordinkry  Icnucs  »ear  Toric  Icnaci  with  pettcct 
aaae.  . 

If  %oa  hkve  not  ij\«i  Toric  len*rt.  yon  hk*e 
yet  to  Ickrn  the  rekl  inrkning  of  comfwt  '»  eya^ 
gUkkaa. 

We  are  peif  jCtJy  equipped  for  cukniLning  the 
eyek  (or  glakjck  and  pmcnbmg  and  gundmg  the 
light  lenaek. 

0U2  WORK  IS  GUARANTEED 

A.  K.  HAWKES  CQ. 

OPTICIANS  14  \\HITJtHAfct 


*       -aa 


» 


iil 


ii 


.i     I 


n\ 


128 


JEWELRY    ADVERTISING 


I 


J 


Too  «r«  invitcid  to  call  and 
•ce  our  Urge  slock  of  Scot- 
tish  Rite  and  Ujtuc  Shnna 

3^  DcfTc*  Rinc*.  fio  to 

$1,250 

'jad  Oc(m  Charmt,  t>i  to 

$3S0 

L«p*l    Butioni.   ti.so   to 

$1M 

Mynic  Shito*  Brovchra  and 
King!,  l5.o»  to 


Ailhv  A.  Everti  C*. 

JEWFLERS. 

OppMiU     Southland     Hotel, 

Dtllai.  Tcxu. 


i 


t 


III 


H 


Date  Due 


Ther( 
this  i 
jewel 


JAW  12 


(a 


WftRSI 


(6^ 


i95tr 


1951 


sold    In 
1  sold  as 


•••V" 


(c^ 


(d 


(5- 


(^ 


depart- 

'is  made 

ut  price. 

~i  petition 

-ever  had 

ip  which 

sell  these 

iponsible 


agree  on 


.of  these 

watches 

ustomers 


ctures  to 
"fit  of  the 

le  as  the 


So  tar  as  tne  /-jewei  watcn  ncia  goes,  is  mis  not  the 
greatest  co-operation  that  any  manufacturer  could  possibly 
give  the  jeweler  when  he  gives  him  control  of  the  best  thing 
in  its  line,  the  biggest  value,  guarantees  the  profit,  and 
creates  the  business  by  advertising  ? 

If  all  this  is  true,  what  jeweler  can  afford  to  overlook 
this  watch  ?  And  will  not  its  success  be  of  vital  interest  to 
the  jewelry  trade?  Over  7,000  jewelers  have  seen  the 
merit  of  this  plan  and  now  sell  the 

INQERSOLL -TRENTON 

It  already  has  a  large  sale.  A  new  15-jewel 
model  is  just  out 

W^e  have  the  evidence  to  send  to  any  open- 
minded  retailer  who  is  willing  to  know  about  the 
latest  and  best  watch  proposition  before  the  trade. 
Just  ask  this  information  and  if  you  are  a  retail 
jeweler  we  will  send  you  our  exclusive  offer  to 
responsible  retailers. 


ROBERT    H.    INQERSOLL    &    BRO. 

45  TOHN  ST.,  NEW  YORK  CITY  MASONIC  TEMPLE,  CHICAGO 

•'  360  FREEMONT  STREET,  SAN  FRANCISCO 


JEWELRY  ADVERTISING 


''^e, 


^9?l 


Beauty 

and 
Quality 

The  original  Rogers  Bros,  silver- 
ware—  identified  by  the  trade 
mark  "mz  ROGERS  BROS."  — has 
expressed  the  highest  type  of  silver- 
plate  perfection  for  62  years. 

On  forks,  spoons,  fancy  serving 
pieces,  etc.,  is  the  mark 

1847  ROGERS  BROS. 


xs 

TRIPLE 


Whether  the  desired  style  be  sim- 
ple or  ornate,  it  may  be  procured 
in  "IMZ  ROGERS  BROS."  ware. 
Combining  the  maximum  of  du- 
rability with  rare  beauty  of  de- 
sign, this  renowned  ware  is  the 
choice  of  purchasers  whn  J^- 
sire  only  the  best     I 

Leading  dealers  everywhen 
this  lamous   "Silver   ?U\ 

that  Wears.  "  Send  V] 


Catalogue  "93      showiy 
the    many    attractive 
designs. 

MERIOEN 
BRITANNIA  COMPMT' 

(Ina-ruutioDal  Silver 
Conipauy,  Successor) 

N#w  w  one 
loago 

San 
Frmi«l*«« 


3)  es'^)  s 


'^G>^'=> 


x^ysJ^MAtdii 


IhiH  oib9^ 


'f^Z 


0 


41994 


NOTE    IN    above;    ADI 

LEADING    DEAI 

sell  ••1847  Rogers  Bros."  ware.  Thai 
in  about  500  publications.  In  additl 
etc.,  for  the  individual  dealer's  adver^ 
asking  for  outfit  "R-A." 

MERIDEN    BRITANNI 

(InternatioDf 


COLUMBIA  UNIVERSITY  LIBRARIES 


0041412966 


DAMAGED  PAGE$) 


> 


IT 


I 


For  Thoughtful  Jewelers 


There  are  a  great  many  7-jewel  watches  sold.  In 
this  important  field  there  is  one  watch  sold  as 
jewelers  want  all  watches  sold. 

(a)  This  watch  is  sold  only  by  responsible  retail  jewelers — no  depart- 

ment store  or  mail-order  competition. 

(b)  It  is  sold  at  restricted  prices,  and  a  standing  offer  of  $10  is  made 
.,^>.         to  any  jeweler  who  will  show  us  where  one  is  sold  at  a  cut  price. 

This  means  a  sure  profit  and  no  underhanded  price  competition 
from  any  source. 

(f)  It  is  receiving  more  advertising  than  any  other  watch  has  ever  had 

or  is  now  having.  An  immense  business  is  being  built  up  which 
has  to  come  to  the  retail  jeweler  because  no  others  can  sell  these 
goods.  Every  advertisement  reads,  "Sold  only  by  responsible 
jewelers." 

(d)  It  is  the  best  7-iewel  watch  made.     Well  posted  jewelers  agree  on 

this.     Some  have  thrown  out  all  similar  grades. 

(e)  You  can't  buy  equal  goo<ls  for  the  money. 

(/)  You  can't  sell  equal  goods  at  the  established  retail  prices  of  these 
watches  and  njake  a  living  profit.  In  fact,  on  other  watches 
you  can't  make  any  profit  without  knowing  that  your  customers 
could  buy  cheaper  elsewhere. 

(g)  With  these  watches  you  get  dignified,  artistic  display  fixtures  to 

help  you  show  and  sell  these  goods  and  to  get  the  benefit  of  the 
greatest  watch  advertising  campaign  ever  published. 
(h)  The  goods  are  sold  complete  and  the  cases  are  as  reliable  as  the 
movements. 

So  far  as  the  7-jewel  watch  field  goes,  is  this  not  the 
greatest  co-operation  that  any  manufacturer  could  possibly 
give  the  jeweler  when  he  gives  him  control  of  the  best  thing 
in  its  line,  the  biggest  value,  guarantees  the  profit,  and 
creates  the  business  by  advertising  ? 

If  all  this  is  true,  what  jeweler  can  afford  to  overlook 
this  watch  ?  And  will  not  its  success  be  of  vital  interest  to 
the  jewelry  trade?  Over  7,000  jewelers  have  seen  the 
merit  of  this  plan  and  now  sell  the 

INQERSOLL -TRENTON 

It  already  has  a  large  sale.  A  new  15 -jewel 
model  is  just  out 

We  have  the  evidence  to  send  to  any  open- 
minded  retailer  who  is  willing  to  know  about  the 
latest  and  best  watch  proposition  before  the  trade. 
Just  ask  this  information  and  if  you  are  a  retail 
jeweler  we  will  send  you  our  exclusive  offer  to 
responsible  retailers. 

ROBERT    H.    INQERSOLL    &    BRO. 

45  JOHN  ST.,  NEW  YORK  CITY  MASONIC  TEMPLE,  CHICAGO 

360  FREEMONT  STREET,  SAN  FRANCISCO 


JEWELRY  ADVERTISING 


'"Pf, 


I 


i 


Beauty 

and 
Quality 

The  original  Rogers  Bros,  silver- 
ware—  identified     by    the   trade 
mark   "Igfl  ROGERS  BROS."  — has 
expressed  the  highest  type  of  silver- 
plate  perfection  for  62  years. 

On  forks,  spoons,  fancy  serving 
pieces,  etc.,  is  the  mark 


XS 

TRIPLE 


1847  ROGERS  BROS. 

Whether  the  desired  style  be  sim- 
ple or  ornate,  it  may  be  procured 
in  "IMZ  ROGERS  BROS."  ware. 
Combining  the  maximum  of  du- 
rability with  rare  beauty  of  de- 
sign, this  renowned  ware  is  the 
choice  of  purchasers  who  de- 
sire only  the  besl 

Leading  dealers  everywhere  sell 

this  famous  "Silper  Plate 
that  Wears.  "  Send  lor 

Catalogue  *'  93    "  showing 
the   many   attractive 
designs. 

MERIOEN 
BRITANNIA  COMPANY 

(Iiileriiational  Silver 
Compauy,  Successor) 

MEnm.  CsM. 

Haw  Veric 
Ctileago 

San 
Franato** 


*^" 


i( 


NOTE    IN    ABOVE    ADVERTISEMEm  lAlK    THAT 

LEADING    DEALERS    '  '  .  ^ 

sell  ♦•  1847  Rogers  Bros."  ware.     That  statement  is  in  a..  ..eiits,  appearing 

in  about  500  publications.     In  addition  we  supply  e'*>'»^rotypes,  circulars    - 
etc.,  for  the  individual  dealer's  advertising.     Write 
asking  for  outfit  ♦  ♦  R- A . " 

MERIDEN    BRITANNIA    CO.,    MERIDEN,    CONN. 

(International  Silver  Co.,  Successor) 


iSs- 


\^ 


i 


Put  the  Modern  Advertising 
Plant  in  Your  Office 


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Use    It    to    Bring   Your    Wares    to    the 

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THE  OU VER  TYPEWRITER  COMPANY 

310  BROADWAY,  NEW  YORK 


1 


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